Impact of changing the design of a banner ad and directing it to a monthly donation page
Experiment ID: #17043
Care Net
Experiment Summary
Ended On: 07/17/2019
For several years, we have been running banner ads on a popular pro-life website to try to drive traffic to become donors. Our most successful ads have been ads for our pledges, the most recent being one against infanticide. We wondered if making our ad match the look and feel of the site, rather than have its own design, would decrease friction for visitors. Additionally, we wanted to see how well conversational language would work in the ad. Our final desire was to see how well directing people to a monthly donation page vs a one-time donation would impact the revenue generated from the ads.
Research Question
We wanted to learn two things:
- Would changing the design of the ad so it was conversational and matched the look/feel of the site decrease visual friction for visitors
- Would directing people to a monthly donation page increase donor revenue on the ads.
Design
C: Sidebar Pledge to onetime gift
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Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Sidebar Pledge to onetime gift | $0.09 | $33.00 | ||
| T1: | Dear Reader to pledge to monthly gift | $1.85 | 1,959.6% | 0.1% | $587.00 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was not met so these experiment results are not valid.
Key Learnings
We ran the test for a month. Both ads had great engagement, however the ad on the sidebar got far more clicks than the dear reader variation. We also, as expected, got far more donations on the sidebar ad as it led to a one-time donation page. We brought in 19 donations and raised $633 on that ad. However, through the dear reader variation ad, we brought in 4 new monthly donors and raised $195.70 in their first months gifts. This will result in $2380 over the first year of their giving, 369.7% higher revenue than the control ad.
Moreover, while the sidebar ad had far more clicks than our variation, it had a lower conversion rate to donors, even with it using a one-time donation page. .27% of clicks on the ad became one-time donors while .31% of clicks on the dear reader ad became monthly donors. While we didn’t have enough samples to validate this portion of the test, it is encouraging to see that we got higher donor conversion on the dear reader variation.
Our next test will be to change the sidebar ad so it drives traffic from a pledge to a monthly donation page. This will let us see which ad brings in more monthly donors.