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Hillsdale College

How personalization and urgency affects clickthrough rate

Experiment ID: #2630

Hillsdale College

Experiment Summary

Timeframe: 02/01/2015 - 02/17/2015

CaringBridge ran a successful test in their Holiday campaign that showed a significant lift in donor conversion and revenue by adding personalization to their donor tribute form, where the majority of their gifts come in. They wanted to recreate this test outside of the year-end campaign to ensure that it provided a similar lift when it didn’t have the built-end urgency of that campaign.

Research Question

Does increased personalization and clarity in the value proposition lead to more clicks and more gifts?

Design

C: Control
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T1: Treatment 1
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https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-5-700x700.jpg [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-5-150x150.jpg [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-5-47x50.jpg [admin-width] => 47 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-5.jpg [full-width] => 647 [full-height] => 690 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-5-372x397.jpg [thumb_372-width] => 372 [thumb_372-height] => 397 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-5-586x625.jpg [single_post_thumbnail-width] => 586 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-5-30x32.jpg [thumb_32_32-width] => 30 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-5-45x48.jpg [thumb_48_48-width] => 45 [thumb_48_48-height] => 48 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-5-60x64.jpg [thumb_64_64-width] => 60 [thumb_64_64-height] => 64 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-5-120x128.jpg [thumb_128_128-width] => 120 [thumb_128_128-height] => 128 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-5-63x67.jpg [thumb_122_67-width] => 63 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-5-143x153.jpg [thumb_153_153-width] => 143 [thumb_153_153-height] => 153 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-5-130x139.jpg [thumb_130_163-width] => 130 [thumb_130_163-height] => 139 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-5-166x177.jpg [thumb_232_177-width] => 166 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-5-544x580.jpg [thumb_272_325-width] => 544 [thumb_272_325-height] => 580 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-5-271x289.jpg [thumb_271_346-width] => 271 [thumb_271_346-height] => 289 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-5-254x271.jpg [thumb_271_271-width] => 254 [thumb_271_271-height] => 271 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-5-161x172.jpg [thumb_272_172-width] => 161 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-5-372x397.jpg [thumb_372_461-width] => 372 [thumb_372_461-height] => 397 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-5-372x397.jpg [thumb_372_500-width] => 372 [thumb_372_500-height] => 397 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-5-253x270.jpg [thumb_385_270-width] => 253 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-5-226x241.jpg [thumb_416_241-width] => 226 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-5-384x410.jpg [thumb_448_410-width] => 384 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-5.jpg [thumb_448_410_retina-width] => 647 [thumb_448_410_retina-height] => 690 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-5-358x382.jpg [thumb_574_382-width] => 358 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-5-370x395.jpg [thumb_776_395-width] => 370 [thumb_776_395-height] => 395 ) ) )

Results

 Treatment NameClick RateRelative DifferenceConfidence
C: Control 0.09%
T1: Treatment 1 0.07%-20.1% 100.0%

This experiment has a required sample size of 196,969 in order to be valid. Since the experiment had a total sample size of 6,539,097, 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:

    20.1% decrease in traffic
× 0% increase in conversion rate
× 0% increase in average gift

Key Learnings

The treatment widget actually delivered a 1% increase on the follow-on donation page, but attracted 20% fewer clicks to start the donation process, which resulted in a sharp decrease in revenue. This suggests that personalization alone doesn’t increase overall revenue and provoked another slate of tests.


Experiment Documented by Jeff Giddens
Jeff Giddens is President of NextAfter.

Question about experiment #2630

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