WUNC

How a dear reader on political articles effects donor conversion rates

Experiment ID: #184609

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 political 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 Colin Campbell, WUNC’s Capitol Bureau Chief, addressing readers directly at the end of the article.

Research Question

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

Design

C: Control
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T1: Variation 1
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Results

 Treatment NameConv. RateRelative DifferenceConfidenceAverage Gift
C: Control 0.01%$125.00
T1: Variation 1 0.03%105.0% 44.9%$15.00

This experiment has a required sample size of 72,767 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 learning from this experiment is that adding a dear reader, at the end of political articles led to a significant increase in Transactions for All Traffic. The treatment group experienced a 105.0% increase in conversions compared to the control group.

However, it is important to note that the statistical level of confidence was only 44.9%, which is below the commonly accepted threshold of 85%. Therefore, these results cannot be deemed valid or reliable for future decision making.

In future experimentation, it is crucial to ensure that the sample size is sufficient to yield statistically significant results. Additionally, conducting the experiment for a longer duration may help in capturing more data and improving the reliability of the findings. It is also important to consider other variables that may have influenced the results, such as external factors or changes in audience behavior.

Overall, while the initial findings are promising, further research is needed to confirm the impact of adding personalized notes in political articles on donor conversion rates.


Experiment Documented by NextAfter

Question about experiment #184609

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