To guarantee privacy or not to?
WhichTestWon's Analysis: (Click back to see versions A & B)
– Case Study –
Delivra, an email marketing automation platform, relying on behavioral automation triggers to ensure that the right person receives the best message at the optimal moment, wanted to test a new strategy to increase form submissions for their free email marketing guide.
Delivra’s in-house team ran this sign-up test on their newsletter to understand whether the addition of privacy guarantee messaging would have a positive impact on form submission rates.
The test ran for two weeks on the Unbounce platform.
The testing team suspected that the privacy guarantee would reassure readers during the sign-up process, thereby driving more submissions.
Alternatively, the extra copy under the main CTA could also distract readers and ultimately have the opposite effect, diminishing conversions in the process.
Winner: Version B – The presence of the privacy guarantee message lifted conversions, increasing form submission rates by 35% at 99.9% confidence.
Think about all the questions you ask yourself before handing out your personal information:
- Am I gonna get a million calls/texts?
- Am I gonna get spammed?
- Will I my identity be stolen?
- Will I have to change my number?
- Will I have to move?
You’re concerned about the consequences of sending your personal details into the universe. And it’s a fair concern, considering the havoc one can wreak with a mere address or even phone number these days.
An email address is no different. You inbox is your digital mailbox. It’s also, in many cases, your identification across the internet.
So yeah, it’s a little important.
Now imagine a situation when you didn’t have to worry about answering those questions, a situation where you felt 100% sure that it would only benefit you to give away your personal information. You’d likely do it in a heartbeat.
Delivra tested this notion via their two form submission variations. While the first version was your standard, every-day form fill, the second tried something slightly different. It acknowledged the fear (those questions) running through the readers’ minds via the privacy guarantee copy.
That one little line of text beneath the CTA made clear to its readers that not only are their email addresses safe but the readers can opt-out any moment. No questions, no trouble.
So, what exactly did that little line of text accomplish? According to philosopher Epicurus, those words succeeded “in the removal of all pain” thereby reaching “the magnitude of pleasure”. Or, to put it simply, the privacy guarantee removed the anxiety associated with form submissions by assuring one’s privacy and their ability to unsubscribe at any time.
As humans, we do everything in our power to avoid pain. In fact, most of our choices are a direct result of our pursuit of happiness. In this case, those individuals who begin to fill the form are interested in the email marketing guide. They want the content, they’re just not sure it’s worth the pain associated with providing their personal details.
The addition of the privacy guarantee alleviates that pain by answering and solving all the questions arising in the minds of the readers.
So, am I telling you that this test is evidence that you should acknowledge your visitors’ fears across your conversion funnel?
No. But you should look across your conversion funnel and assess all those places where your visitors might hesitate to take the actions you want them to take. Use those drop off points as building blocks for your testing pipeline. Understand why your visitors are abandoning and what you can test to alleviate their pain, anxiety, or concern in that moment.
Identify pain points. Pain points exist across your conversion funnel and are creating conversion friction, as we speak. Identify where it is that your visitors are hesitating across your funnel and try to understand what’s driving their drop off. If you can understand what’s happening and why, you can then take steps to…
Alleviate their conversion friction. Once you know where the problem is and why it’s happening, brainstorm the ways that you can help alleviate their pain. What can you do, show or tell your traffic, to make their next decision that much easier?
Test it. In this case, acknowledging the visitors’ concerns had a positive impact on form submissions, but that may not always be the case. Test your approach to understand the best tactic for alleviating the conversion friction of your unique audience.
Why do you think the version with the privacy guarantee worked best?
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