Illinois Policy Institute

How a campaign-focused ad impacted donor conversion during a money bomb

Experiment ID: #2721

Illinois Policy Institute

Experiment Summary

Timeframe: 06/28/2017 - 07/03/2017

The short time frame of the experiment with minimal difference in conversion rate did not allow us to reach statistical validity for the experiment. When analyzing the data, we did discover a spike in giving on June 30th for both the control and treatment. It would seem that the campaign had an impact on giving even if visitors didn’t see the campaign-specific treatment. These visitors were likely exposed to the messaging through email which increased their motivation when they came to the site.

Research Question

Will using a specific campaign with highlighted deadline increase conversion rate over the general value proposition offer?

Design

C: General Value Proposition
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T1: Moneybomb Copy
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https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Moneybomb_Copy-2.jpg [1536x1536-width] => 595 [1536x1536-height] => 792 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Moneybomb_Copy-2.jpg [2048x2048-width] => 595 [2048x2048-height] => 792 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Moneybomb_Copy-2-595x400.jpg [ab-block-post-grid-landscape-width] => 595 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Moneybomb_Copy-2-595x600.jpg [ab-block-post-grid-square-width] => 595 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Moneybomb_Copy-2.jpg [tp-image-grid-width] => 526 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Moneybomb_Copy-2-150x150.jpg [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Moneybomb_Copy-2-38x50.jpg [admin-width] => 38 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Moneybomb_Copy-2.jpg [full-width] => 595 [full-height] => 792 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Moneybomb_Copy-2-372x495.jpg [thumb_372-width] => 372 [thumb_372-height] => 495 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Moneybomb_Copy-2-470x625.jpg [single_post_thumbnail-width] => 470 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Moneybomb_Copy-2-24x32.jpg [thumb_32_32-width] => 24 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Moneybomb_Copy-2-36x48.jpg [thumb_48_48-width] => 36 [thumb_48_48-height] => 48 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Moneybomb_Copy-2-48x64.jpg [thumb_64_64-width] => 48 [thumb_64_64-height] => 64 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Moneybomb_Copy-2-96x128.jpg [thumb_128_128-width] => 96 [thumb_128_128-height] => 128 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Moneybomb_Copy-2-50x67.jpg [thumb_122_67-width] => 50 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Moneybomb_Copy-2-115x153.jpg [thumb_153_153-width] => 115 [thumb_153_153-height] => 153 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Moneybomb_Copy-2-122x163.jpg [thumb_130_163-width] => 122 [thumb_130_163-height] => 163 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Moneybomb_Copy-2-133x177.jpg [thumb_232_177-width] => 133 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Moneybomb_Copy-2-488x650.jpg [thumb_272_325-width] => 488 [thumb_272_325-height] => 650 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Moneybomb_Copy-2-260x346.jpg [thumb_271_346-width] => 260 [thumb_271_346-height] => 346 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Moneybomb_Copy-2-204x271.jpg [thumb_271_271-width] => 204 [thumb_271_271-height] => 271 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Moneybomb_Copy-2-129x172.jpg [thumb_272_172-width] => 129 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Moneybomb_Copy-2-346x461.jpg [thumb_372_461-width] => 346 [thumb_372_461-height] => 461 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Moneybomb_Copy-2-372x495.jpg [thumb_372_500-width] => 372 [thumb_372_500-height] => 495 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Moneybomb_Copy-2-203x270.jpg [thumb_385_270-width] => 203 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Moneybomb_Copy-2-181x241.jpg [thumb_416_241-width] => 181 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Moneybomb_Copy-2-308x410.jpg [thumb_448_410-width] => 308 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Moneybomb_Copy-2.jpg [thumb_448_410_retina-width] => 595 [thumb_448_410_retina-height] => 792 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Moneybomb_Copy-2-287x382.jpg [thumb_574_382-width] => 287 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Moneybomb_Copy-2-297x395.jpg [thumb_776_395-width] => 297 [thumb_776_395-height] => 395 ) ) )

Results

 Treatment NameConv. RateRelative DifferenceConfidence
C: General Value Proposition 0.01%
T1: Moneybomb Copy 0.02%11.6% 22.0%

This experiment has a required sample size of 4,465,598 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.

Key Learnings

For the June money bomb campaign, we wanted to see if we could utilize the Dear Reader treatment that is shown on all article pages to drive additional donations for the organization. The hypothesis was that the additional urgency associated with the campaign would increase the likely conversion of the visitors.


Experiment Documented by NextAfter

Question about experiment #2721

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.