The Impact of Making Two CTAs in one Appeal Pt. 2
Experiment ID: #9850
Care Net
Experiment Summary
Timeframe: 11/28/2018 - 12/05/2018
We had already tried our new “Cut the Cord” appeal back in August to see if it would increase the number of monthly donors, Caring Partners, we acquired. It converted 60% less donors, but had a higher CTR than our control version. We wondered if the higher CTR indicated that leads were prepared to give, but there was too much copy on the donation page, causing them to drop off. We wanted to launch the test again, this time with less donation page copy to see if it increased the number of donors.
This time, the test would be run during one of our CYE appeals when we find donor response to be relatively high.
Research Question
Would cutting down the copy on the Cut the Cord donation page, increase donations?
Design
C: Control
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T1: Cut the Cord
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.01% | ||
| T1: | Cut the Cord | 0.00% | -100.0% | 98.6% |
This experiment has a required sample size of 27,646 in order to be valid. Since the experiment had a total sample size of 85,970, 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:
0% increase in traffic
× 100.0% decrease in conversion rate
× 0% increase in average gift
Key Learnings
Once again, the CTR on the cut the cord email was higher than that of the control email (this time by 38%). Yet, even with shorter copy on the donation page, there were no gifts on the variation. Our control meanwhile brought in six donations.
The fact that cut the cord was unable to get a single donation during our CYE campaign, while getting more clicks, indicates that the introduction of a second CTA (cutting spending on entertainment) introduced too much friction for the donor. We hypothesize that the increased CTR stems from the uniqueness causing people to click through to learn more about it.