How personalization affects clickthrough rate
Experiment ID: #232
CaringBridge
Experiment Summary
Timeframe: 11/20/2014 - 11/25/2014
During appeals, CaringBridge often displays an additional site banner on its journal pages to present a donation ask to the reader. We believed that increasing personalization by including mentions of the patient’s name along with a more emotional ask would cause more people to click the link and begin the donation process.
Research Question
Does increasing the personalization in an emotion-based ask increase the number of clicks over the existing need-based ask?
Design
C: Direct Ask
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[medium-height] => 66
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T4-1-768x170.png
[medium_large-width] => 640
[medium_large-height] => 142
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T4-1-1024x226.png
[large-width] => 640
[large-height] => 141
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T4-1.png
[1536x1536-width] => 1353
[1536x1536-height] => 299
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T4-1.png
[2048x2048-width] => 1353
[2048x2048-height] => 299
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T4-1-600x299.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 299
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T4-1-600x299.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 299
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T4-1.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 155
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T4-1-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T4-1-50x11.png
[admin-width] => 50
[admin-height] => 11
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T4-1.png
[full-width] => 1353
[full-height] => 299
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T4-1-372x82.png
[thumb_372-width] => 372
[thumb_372-height] => 82
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T4-1-980x217.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 217
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T4-1-32x7.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 7
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T4-1-48x11.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 11
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T4-1-64x14.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 14
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T4-1-128x28.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 28
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T4-1-122x27.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 27
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T4-1-153x34.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 34
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T4-1-130x29.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 29
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T4-1-232x51.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 51
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T4-1-544x120.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 120
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T4-1-271x60.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 60
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T4-1-271x60.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 60
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T4-1-272x60.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 60
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T4-1-372x82.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 82
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T4-1-372x82.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 82
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T4-1-385x85.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 85
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T4-1-416x92.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 92
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T4-1-448x99.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 99
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T4-1-896x198.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 198
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T4-1-574x127.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 127
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T4-1-776x171.png
[thumb_776_395-width] => 776
[thumb_776_395-height] => 171
) ) )
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Direct Ask | 0.47% | ||
| T1: | Personalized Ask | 0.37% | -21.2% | 100.0% |
This experiment has a required sample size of 32,457 in order to be valid. Since the experiment had a total sample size of 4,299,195, 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:
21.2% decrease in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
We learned that clarity trumps personalized persuasion in this specific banner. The new banner included more copy and a much more indirect ask. This tells us that visitors on the page were already motivated to give – we didn’t need to keep selling. We just needed to ask, clearly.