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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[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/General_Value_Proposition-2-320x382.jpg
[thumb_574_382-width] => 320
[thumb_574_382-height] => 382
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[thumb_776_395-width] => 330
[thumb_776_395-height] => 395
) ) [1] => Array
(
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[id] => 23620
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[filename] => Moneybomb_Copy-2.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Moneybomb_Copy-2.jpg
[link] => https://www.nextafter.com/experiments/how-a-campaign-focused-ad-impacted-donor-conversion-during-a-money-bomb/attachment/moneybomb_copy-jpg-3/
[alt] =>
[author] => 0
[description] =>
[caption] =>
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[status] => inherit
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[modified] => 2021-12-10 12:13:59
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[height] => 792
[sizes] => Array
(
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[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Moneybomb_Copy-2-225x300.jpg
[medium-width] => 225
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[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Moneybomb_Copy-2.jpg
[large-width] => 595
[large-height] => 792
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[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
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[full-height] => 792
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[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
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[thumb_32_32-width] => 24
[thumb_32_32-height] => 32
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[thumb_48_48-width] => 36
[thumb_48_48-height] => 48
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[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
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[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
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.