How shortening the funnel on the Dear Reader impacts donor conversion
Experiment ID: #8765
The Heritage Foundation
Experiment Summary
Ended On: 03/27/2018
The Daily Signal has been running an inline donation ask for over a year now. Through a series of iterations, we had found that moving the article to the end of the article was the ideal positioning. However, we had always kept a mid-article teaser that would link to the bottom of the article where the ask was found. It would hint about the need to take action. Given the high volume of traffic that clicked on the link, we decided to test if sending people directly to the donation page would increase our overall donor conversion. Our hypothesis was that, even if we sent a far lower motivated traffic, the overall increase would net out an increase in donors.
Research Question
Will including a link to the donation page in the mid-article teaser increase overall donations?
Design
C: End Link Only
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T1: Mid & End Links
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | End Link Only | 0.02% | ||
| T1: | Mid & End Links | 0.02% | 8.6% | 36.5% |
This experiment has a required sample size of 6,934,103 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
Including a link and a direct call to action in the mid-article teaser was able to triple the amount of traffic getting to the donation page but it had no statistically significant impact on donor conversion. It turns out that despite the significant increase in traffic, the visitors had such a low motivation that it was unable to move the overall donor conversion.