How presenting a giving opportunity in a blog post can increase traffic to a donation page.
Experiment ID: #2581
Care Net
Experiment Summary
Timeframe: 09/18/2017 - 10/13/2017
Care Net has a high volume of traffic visiting their blogs. In an effort to convert more of these blog readers into donors, they hypothesized that putting a donation opportunity at the end of each blog post might help increase traffic to their donation page. To test this, they added a donation opportunity that spoke directly to the blog reader by saying, “Dear Reader…”. They included value proposition copy in it and added a button with a call-to-action at the end of the text that said, “Make Your Gift”.
Research Question
Would the addition of a donation opportunity increase traffic to the donation page?
Design
C: Control
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) ) )
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.16% | ||
| T1: | Dear Reader | 0.38% | 138.6% | 98.3% |
This experiment has a required sample size of 4,209 in order to be valid. Since the experiment had a total sample size of 12,490, 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:
138.6% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
Making a direct solicitation in the form of a “Dear Reader” ad resulted in a 138% increase in donations. It is a good reminder that we need to prompt visitors to do our desired action but we also need to make sure we fulfill upon the original reason that they came to the site first. By having the ad at the end of the article, this allowed the visitor to first read the content they were looking for before presenting them with the next step.