How adding a humanized dear reader to blogs during a high urgency campaign affects donor conversion rate
Experiment ID: #80793
Avila Foundation
Experiment Summary
Timeframe: 12/22/2021 - 01/06/2022
During calendar year end, Avila wanted to switch out their typical offer-driven dear reader with a direct appeal for the calendar year end campaign. However, we wanted to humanize this dear reader by adding the founder’s (Dan Burke) picture and signature so that the message and ask were much more humanized. The control of this experiment is written from the perspective of the organization, while the treatment is written from the prospective of the founder. These dear readers were placed at the bottom of the blogs and were live during the last couple weeks of the campaign.
All traffic to these pages were organic.
Research Question
We believe that adding a humanized dear reader during calendar year end for blog readers will achieve a higher donor conversion rate .
Design
C: Dear Reader - Generic Writer
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Dear Reader - Generic Writer | 0.92% | |||
| T1: | Dear Reader - From Dan Burke | 0.99% | 8.0% | 45.6% |
This experiment has a required sample size of 134,383 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 results of this experiment did not validate and did not indicate any kind of directional lift. The run time of this experiment was fairly short and did not reach the necessary sample size. It’s recommended that this concept is tested again while using an offer in the dear reader. This would allow for more time for the experiment to validate and would give us more data on how their audience responds to hearing a message from the founder himself.