Improving newsletter signup flow

[jennpb]

Who's it for?

Users who want to subscribe to the newsletters

Problems to be solved

• Our newsletter promo is currently getting a miniscule CTR from the Sign up button: Avg. 0.3% newsletters/session (See #2559 for full analysis)
• Marketing want to increase the number of signups to What's On ([see their recommendations])(https://github.com/wellcometrust/wellcomecollection.org/issues/2703#issuecomment-558689254)
• /newsletter page styling needs to be updated anyway as we're still on the old base page template

What does success look like?

• Percentage of site visitors who signed up
• Increase average monthly subscribers by 5%

Compare v1 vs v2 usage against same period last year

Constraints

• Timeboxed: Finish by Friday 17 January 2020
• Avoid background patterns that are buggy in IE11/Edge

Where we can improve overall quality?

• Eliminate bugs in IE11
• Responsive design
• Content improvements - wording
• Decoupling from footer
• Form elements
• Design of newsletter page
• Better integration with card system

Consider

• Success and error states
• Newsletter-specific differentiation
• Brand elements from print assets
• Form validation (that scales to other forms)
• Degradation
• Does it need to be situated at bottom of content above footer?

Decisions

• Decided not to make it part of the footer because we may want an audience-specific newsletter to be promoted on relevant programme/activity pages

Testing

We'll AB test content of v2 : v2 (A) vs v2 (B)

[jennpb]

WC-emailsignup-recommendations.pdf

Recommendations from the Marketing team's consultant

[pollecuttn]

Copy recommendation from Aisha: Sign up to our newsletter by choosing the updates that interest you

with button wording staying as 'Sign up'

[pollecuttn]

10 December 2019:

• Copy wording on recommendations is placeholder and can be changed
• Lynn to think at what we call this e.g. newsletter
• Might monitor by e.g. aim to increase sign up by 10%

[pollecuttn]

Dotmailer lists: What's On: 40k members Others: 1k - 3k members each (i.e. Access, Youth 14-19, Schools, Youth + Community workers)

Potential future newsletter for Research Focus

[pollecuttn]

Sign up check box unnecessary as submitting triggers an email to you to confirm sign up (double opt-in), but will add small text.

[jennpb]

That's our interpretation - not necessarily our Legal team's interpretation. I suggest we future-proof this (against impending GDPR audit) by following pattern that wellcome.ac.uk uses. I'm 80% certain that this will come up in the next few months.

[davidpmccormick]

GDPR consent must be freely given, specific, informed and unambiguous, by a clear affirmative action.

‘consent’ of the data subject means any freely given, specific, informed and unambiguous indication of the data subject’s wishes by which he or she, by a statement or by a clear affirmative action, signifies agreement to the processing of personal data relating to him or her

All subscriptions are double opt-in, and as such the person entering an email address has to click the button that says, 'Yes, I want to receive email updates', under the paragraph, 'You've signed up to receive email updates from Wellcome Collection. Please confirm your subscription.' in a confirmation email they receive after form submission.

Are we requiring users to consent to anything other than receiving the email itself. If not, then the clear affirmative action of clicking an unambiguous button seems good.

If we need them to have have read, understood, and agreed with our privacy notice before signing up, then there may still be a case for the checkbox with words to that effect.

[jennpb]

Keep this open until:

• [x] A/B test done
• [x] Findings conveyed to WC Marketing

Going to hand this one over to @taceybadgerbrook for test monitoring

[jennpb]

Decisions:

• [ ] 100% traffic to Version B @davidpmccormick @gestchild