How an engagement device affects clickthrough rate versus a direct ask
Experiment ID: #4860
Hillsdale College
Experiment Summary
Timeframe: 08/01/2016 - 08/29/2016
Hillsdale College wanted to send a digital follow-up to a direct mail appeal to a segment of their donors who had both a mailing address and an email address on file. These “chase” appeals had generated a significant amount of revenue in the past, but they wanted to try a new approach.
Previously, these emails just mirrored the direct mail package and made a direct ask for a donation. However, the direct mail package for their August appeal included a survey. They hypothesized that they could get better engagement by asking the donors to take a survey (that led to a donation) rather than putting a direct ask in the email. Ultimately, they hypothesized that this increase in clickthrough rate would result in more people reaching the donation page, and higher donor conversion. But first, they needed to get more clicks.
They recreated the survey online, split their email file, and send one segment a direct ask and the other a link to take a survey.
Research Question
Will a survey ask instead of a direct donation ask increase clickthrough rate?
Design
C: Donation Ask
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[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/survey.png
[medium_large-width] => 590
[medium_large-height] => 557
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/survey.png
[large-width] => 590
[large-height] => 557
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/survey.png
[1536x1536-width] => 590
[1536x1536-height] => 557
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/survey.png
[2048x2048-width] => 590
[2048x2048-height] => 557
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/survey-590x400.png
[ab-block-post-grid-landscape-width] => 590
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/survey.png
[ab-block-post-grid-square-width] => 590
[ab-block-post-grid-square-height] => 557
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/survey.png
[tp-image-grid-width] => 590
[tp-image-grid-height] => 557
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/survey-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/survey-50x47.png
[admin-width] => 50
[admin-height] => 47
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/survey.png
[full-width] => 590
[full-height] => 557
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/survey-372x351.png
[thumb_372-width] => 372
[thumb_372-height] => 351
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/survey.png
[single_post_thumbnail-width] => 590
[single_post_thumbnail-height] => 557
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/survey-32x30.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 30
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/survey-48x45.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 45
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/survey-64x60.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 60
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/survey-128x121.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 121
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/survey-71x67.png
[thumb_122_67-width] => 71
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/survey-153x144.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 144
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/survey-130x123.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 123
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/survey-187x177.png
[thumb_232_177-width] => 187
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/survey-544x514.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 514
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/survey-271x256.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 256
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/survey-271x256.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 256
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/survey-182x172.png
[thumb_272_172-width] => 182
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/survey-372x351.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 351
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/survey-372x351.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 351
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/survey-286x270.png
[thumb_385_270-width] => 286
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/survey-255x241.png
[thumb_416_241-width] => 255
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/survey-434x410.png
[thumb_448_410-width] => 434
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/survey.png
[thumb_448_410_retina-width] => 590
[thumb_448_410_retina-height] => 557
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/survey-405x382.png
[thumb_574_382-width] => 405
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/survey-418x395.png
[thumb_776_395-width] => 418
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Donation Ask | 0.43% | ||
| T1: | Survey | 3.4% | 693.1% | 100.0% |
This experiment has a required sample size of 164 in order to be valid. Since the experiment had a total sample size of 108,000, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
693.1% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The survey, as expected, delivered a 693.1% increase in clickthrough rate. A soft ask almost always delivers more clicks than a direct donation ask, because the motivations are entirely different.
However, more clicks doesn’t always mean more donations, since people aren’t specifically clicking to make a donation. That warranted another test to see how the survey affected donor conversion.