Acquisition experiments are focused on the first conversion action of a user on the website. Usually, it’s the sign-up or application. You do Acquisition experiments when you change something on the site to improve the value proposition, lead magnets, or make any other changes on the website to increase your Conversion Rate. The best practice to carry out changes on the site is to use A/B testing. However, this is not always possible: for example, when you‘re adding something new, and not optimizing what already exists. Let us consider a few cases:
Tom, whose business sells tours, has noticed that a significant part of the tours is bought in advance - more than a week before the trip. Too few people buy them during the travel. Digging in Analytics, Tom noticed that the conversion rate of the sign-up flow on a desktop is about 5%, and on mobile devices is approximately 1.5%. After trying the mobile version of his website, he was very disappointed in its optimization for mobile screens. So, such a small Conversion Rate wasn't surprising, Tom thought. However, it is the same growth experiment as others. Estimating its ICE Score, Tom indicated that this experiment wasn't easy to implement, but the expected effect is significant - Conversion Rate might be increased at least up to 3%. Conducting an A/B test, in this case, will only add burden to the challenge.
Measuring the result is very simple. Easily enter the goal name - Sign Up, add the name of the metric - Conversion Rate, and segment - Mobile Traffic.
Tom rarely receives messages from people through the feedback form on his site, but he wants to communicate with clients more, he wants to keep helping them. To achieve this, Tom decided to test the hypothesis saying that a third-party call back widget on the main page will let him understand whether there is a demand for this section or not. At the time of hypotheses prioritization, Tom indicated that this experiment is simple to implement, but he doesn't expect it to have a huge effect. The experiment would be successful if at least 10 people used the form on the homepage. If the hypothesis is successful, Tom will be willing to place this form on all pages.
Measuring the result of this experiment with the help of GrowthBoard is very simple. You only need to type the name of the event which occurs when the user requests a call and specify the weekly goal. GrowthBoard will automatically receive the data and tell you whether this experiment was successful or not.
If the event that occurs when requesting a call back is set up, you only need to specify the event name and the metric called Goal Completions.
Tom couldn’t stop thinking about the 404 error page. It made him sad for each lost user of the website. Bounce Rate of the 404 error page was almost 100%. But he once said his fears out loud on the next Growth Meeting and found the hypothesis which was saying that it would be nice to put the best-selling trips on that page and create a simple menu leading to the sections of the site. This experiment wouldn’t affect his business much, but Tom believed in it; besides, it was easy enough to implement.
To measure the result of this experiment, Tom can simply type ‘Bounce Rate’ metric and then the address of the 404 page, finding it in the search section.
It's not all metrics that you can tie to your Acquisition experiments. There are also Goal Value, Goal Starts, Goal Value, Goal Abandons, etc. You can read more here.
Let us note again that Acquisition metrics can be used to measure the Awareness experiments as well. Let’s say, by connecting changes inside the channel to conversions or the number of applications on the website.