WUNC

How a dear reader on Education Articles effects donor conversion rates

Experiment ID: #184605

WUNC

Experiment Summary

Timeframe: 07/02/2024 - 07/25/2024

This experiment was conducted on behalf of WUNC, a North Carolina-based radio station, and was tested on educational articles on their website.

The control condition consisted of the articles presented without any additional content.

In the treatment condition, each article was followed by a personalized note from Brianna Atkinson, their higher education reporter, addressing readers directly at the end of the article.

Research Question

We believe the inclusion of a dear reader in WUNC’s educational articles will result in a higher donor conversion rate because we are adding an ask to pages that have high traffic and could be motivated to give because they are already receiving valuable content.

Design

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T1: Variation 1

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Results

	Treatment Name	Conv. Rate	Relative Difference	Confidence	Average Gift
C:	Control	0.01%			$20.00
T1:	Variation 1	0.02%	103.4%	59.6%	$51.25

This experiment has a required sample size of 129,286 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

The key learnings from this experiment on adding a dear reader to educational articles include the following:

1. The treatment condition showed a 103.4% increase in Transactions for All Traffic compared to the control condition.

2. The statistical level of confidence for this increase was 59.6%, which is below the generally accepted threshold of 85% for valid results.

3. As a result, the increase in Transactions cannot be considered statistically significant, and the results should not be used for future decision-making.

In future experimentation, it is important to ensure that the sample size is sufficiently large to achieve a higher level of statistical confidence. Additionally, it may be beneficial to run the experiment for a longer duration to account for any potential fluctuations or seasonal variations in donor behavior. It is also crucial to consider other factors that could impact donor conversion rates, such as the timing of donation asks, the clarity of the call-to-action, and the overall user experience on the website. By addressing these factors in future experiments, WUNC can gather more reliable and actionable insights to inform their strategies for increasing donor conversions.

Experiment Documented by NextAfter

Question about experiment #184605

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