How we verified the impact of a surprising learning
Experiment ID: #6784
Americans for Prosperity
Experiment Summary
Timeframe: 08/20/2018 - 08/31/2018
As part of the Open Letter to the Senate regarding the upcoming Judge Kavanaugh confirmation hearings, we tested a variety of different tactics to increase the number of emails we were acquiring. What we discovered was that, given the high motivation of the visitors to the Open Letter, we were not able to make significant improvements to conversion with any tests. As a result, we decided to shift our efforts to see if we could make changes on the email acquisition page that would improve downstream donor conversion.
To do that, we modified the landing page so that instead of just signing their name, the visitors were asked to check a box reaffirming their beliefs in the various aspects of the letter. After running for a week, we discovered that this change seemed to double donor conversion. We had hoped for a boost but this great of a lift made us question the results.
We decided to reset the stats and run the test again to verify that the checkboxes did have the kind of impact we saw in the first experiment.
Research Question
Will including checkboxes as part of the process increase the downstream donor conversion?
Design
C: control
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | control | 0.09% | ||
| T1: | active agreement | 0.17% | 99.6% | 98.6% |
This experiment has a required sample size of 13,293 in order to be valid. Since the experiment had a total sample size of 41,355, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
0% increase in traffic
× 99.6% increase in conversion rate
× 0% increase in average gift
Key Learnings
After running for over a week, we observed the same statistically significant lift to downstream donor conversion that effectively doubled the number of donors acquired. In addition, the treatment also validated for a 2% increase in email acquisition.
This learning goes to reinforce the fact that not all friction is bad. In this case, we added elements to the process that forced the visitors to slow down and think through what they were putting their name to. As a result, they were better aligned with the organization and the mission by the time they got to the donation page.