How humanizing an Anti-Paywall pop-up effects donations
Experiment ID: #179335
WUNC
Experiment Summary
Timeframe: 05/17/2024 - 06/24/2024
This experiment, conducted for WUNC, a North Carolina-based radio station, aimed to assess the impact of implementing an anti-paywall pop-up featuring a personalized message and photo of an employee on the homepage for new website visitors. The primary goal was to determine if this approach could effectively boost donation rates by immediately engaging visitors upon entry and potentially fostering greater support for WUNC.
Research Question
We anticipate that integrating an anti-paywall pop-up onto the WUNC homepage will inspire prospects to consider donating. By presenting them with a clear value proposition by an actual person and reminding them of WUNC’s commitment to providing free content, we aim to instill a sense of reciprocity and encourage support for the station.
Design
C: Control
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.97% | $37.47 | ||
| T1: | Anti-Paywall Popup | 0.77% | -21.3% | 84.7% | $35.73 |
This experiment has a required sample size of 15,479 in order to be valid. Since the experiment had a total sample size of 16,434, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The key learnings from this experiment are that the implementation of an anti-paywall pop-up featuring a personalized message and photo of an employee on the WUNC homepage did not lead to an increase in donation rates. In fact, the treatment group actually saw a 21.3% decrease in transactions compared to the control group. However, the statistical level of confidence for these results is 84.7%, which is below the generally accepted threshold of 85%.
Therefore, these results cannot be considered valid and should not be used for future decision-making. It is important to continue experimenting with different strategies and approaches to engage website visitors and encourage donations. Future experiments should focus on testing a variety of tactics, such as different messaging, timing of pop-ups, and targeting specific segments of website visitors, to determine what truly resonates and drives donation conversions. Additionally, it is crucial to ensure a high level of statistical confidence in the results before drawing conclusions and making decisions based on the findings of any experiment.