"Sending email to people who signed up on our splash page and asking them to volunteer typically converted 10% of them into volunteers."
Is it wrong for me to be a little startled by that conversion rate? I wouldn't have expected anything that high.
Is it wrong for me to be a little startled by that conversion rate? I wouldn't have expected anything that high.
It depends on how much of a commitment they're asking from volunteers. If you've already signed up on the website it's not much more to volunteer to pass out fliers at your office. If they want you to work a benefit or something than ya I'd agree it's a little high.
Keep in mind too that these are people who have already actively signed on to support the campaign.
A few theories:
1) Maybe the feeling of not committing by pressing the button made people more comfortable signing up to be a volunteer, figuring that it probably wouldn't be too much of a commitment
2) Maybe the content on the Learn More page was just so good that the only thing that really mattered was getting more people onto that page and they would be comfortable
3) Perhaps the type of person more likely to click after seeing the picture of the family (Stay at home moms perhaps) was more likely to have time/desire to volunteer.
As I think about it, assuming that one of these ideas is right which is probably not the case, I would guess that it's #3. I don't know the demographics of the people who volunteered but around me it seems like it would be the moms who go to the site, and they would probably be more likely to be skewed toward clicking with the family and non-committal button, while also being more likely to have the time to volunteer.
Disclaimer: This is pure, assumption based, uninformed speculation of the worst kind.
After that they send you the e-mail with the suggestion to volunteer. So 10% look impressive.
You are correct. All of the variations would redirect to the home page regardless of what the button said.
So 10% look impressive.
Keep in mind that this is the percentage of people who volunteered at some point during the campaign after signing up on our splash page-- not the percentage of people who immediately decided to volunteer after signing up.
The startlement is an indication that your predictions were bad and you should update them.
So you never expected anything that high. So ... what?
Why are you startled? What are you asking? In what ways could being startled be "wrong" of you?