Dear Reader footer ad vs a mid-page pledge ad (500% increase)
Experiment ID: #17772
Care Net
Experiment Summary
Ended On: 08/13/2019
In a prior test, we found that we could significantly increase the revenue from our Life News ads by creating a footer ad that looked like part of the site, using “dear reader” language on the ad, and linking it to a pledge and then to a monthly donation page. (the results of that test are here: https://app.winstonknows.com/experiment/2423) The “dear reader” ad had higher conversion and higher revenue than the pledge ad, but the pledge got more clicks. We wondered if we would bring in more monthly donors on the pledge due to its higher volume of clicks if we changed it so the pledge ad linked to the same monthly donor campaign as the dear reader one.
Research Question
Which ad will bring in more monthly donors, the dear reader footer ad or the pledge ad?
Design
C: Control
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.30% | ||
| T1: | Pledge Ad | 0.25% | -17.5% | 18.5% |
This experiment has a required sample size of 71,192 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
While the dear reader maintained a higher click to donation rate (16.67%), the pledge ad had 627% more traffic. This caused us to bring in 500% more monthly donors on the pledge ad than the “dear reader” footer ad. We also had a 76% higher email acquisition rate on traffic to the pledge ad vs the dear reader.
We aren’t sure how much of these results is due to the higher placement on the page of the pledge ad. We will likely test a “dear reader” version of this mid-page placement in the future.