Hillsdale College

Validating a series of experiment results using an A/A experiment

Experiment ID: #1905

Hillsdale College

Experiment Summary

Timeframe: 08/14/2015 - 08/19/2015

After a series of experiments to optimize the Imprimis survey, we started to believe the new ATA survey template may be causing errors. We decided to run a straight A/A test where both the control and treatment were identical. If we still managed to create a statistically significant lift, we would know the template was causing errors.

Research Question

Is there an instrumentation error that has prevented the new ATA template from properly validating an experiment?

Design

C: ATA Template
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T1: ATA Template
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Results

 Treatment NameConv. RateRelative DifferenceConfidenceAverage Gift
C: ATA Template 3.0%$40.90
T1: ATA Template 3.8%28.9% 91.9%$35.67

This experiment has a required sample size of 3,444 in order to be valid. Since the experiment had a total sample size of 5,464, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

The experiment produced two statistically valid lifts for both donations and number of survey completions. This result leads us to the conclusion that the new template must be causing issues with the way the A/B testing platform is collecting data. Most likely, this is the result of how the survey was added to the page in an iFrame.  The results of all previous experiments should be ignored.


Experiment Documented by NextAfter

Question about experiment #1905

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.