# Benefit list added to newsletter box: +190.31% newsletter clicks

- Outcome: Won
- Page type: Site-wide (Lead-gen)
- Elements: Copy, Value proposition
- Test run by: [Dutchento](https://liftarchive.com/practitioners/dutchento/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wingify.com/success-stories/dutchento/
- Page: https://liftarchive.com/test/dutchento-newsletter-box-benefits/

Adding a title and a bulleted list of benefits to a site-wide subscribe box lifted newsletter link clicks by 190.31%. Dutchento, the Dutch Magento community site run by Guido Jansen, ran this test, and it was published as a VWO case study. Clicks on the RSS link in the same box fell by 44.46%.

## Result

**+190.31% newsletter clicks**

- Newsletter link clicks: +190.31%, a significant lift.
- RSS feed link clicks: -44.46%. This is a negative result on the second goal.
- Completed newsletter sign-ups were not shared; the metric was clicks on the link.

## Control

A subscribe box on every page offering newsletter and RSS links, with no reason given for subscribing.

## Variant

The same box with a title and a short bulleted list of reasons to subscribe.

## Why it likely won (our reading)

- Guido Jansen's view was that people need a reason to subscribe beyond just visiting the site. The benefit list supplied one.
- The benefits may have made email look like the more reliable way to get updates, pulling some visitors away from RSS.
- Link position inside the box may also have played a part in the RSS drop; the case study suggests testing randomised order.

## Caveats

The metric was clicks on the subscribe links, not completed sign-ups. The lift in newsletter clicks came with a large drop in RSS clicks. Sample size and test length were not shared.

## How to run this test

- Hypothesis: If we add a short list of benefits to our newsletter sign-up box, then more visitors will subscribe because they can see what they get in return.
- Primary metric: Completed newsletter sign-ups per visitor
- Guardrail: Clicks on other subscribe options in the box
- Guardrail: Unsubscribe rate in the first month
- Guardrail: Email open rate for new subscribers
- Who should test it: Content, community and lead-gen sites with a bare sign-up box that says little about what subscribers get. It won't help much if your box already makes a clear promise, and watch out if you offer several subscribe options, since one may grow at the others' expense.

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Credit: Dutchento ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/dutchento-newsletter-box-benefits/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.