How instrumentation error affects a donation button test
Experiment ID: #2642
Hillsdale College
Experiment Summary
Timeframe: 07/15/2015 - 11/18/2015
The Hillsdale online courses donation page currently averages a conversion rate of ~40%. While it is exciting to have this high of a conversion rate, what this implied to us is that we are only sending the most highly motivated visitors to the page. As a result, we wanted to move our testing to earlier in the donor funnel to see if we could drive an increased volume of traffic to the donation page.
We decided to run a test on the donation button that is displayed across the online courses website. The current button uses “Donate” as the call to action and the color blends into the background a bit. We had the hypothesis that we could improve the click rate by making the button stand out more and changing the CTA to be a bit softer of language.
Research Question
Which donation button will drive the most traffic to the donate page?
Design
C: Black Donate
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) ) [1] => Array
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) ) )
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Black Donate | 0.88% | ||
| T1: | Red Support Hillsdale | 0.97% | 10.1% | 75.9% |
This experiment has a required sample size of 89,417 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 test are invalid due to instrumentation error. It would appear that the VWO snippet was removed from many of the pages and blocked from several others.