Hoover Institution

How shortening email copy for a content offer impacts donor signups and donation conversion rates

Experiment ID: #193917

Hoover Institution

Experiment Summary

Timeframe: 09/12/2024 - 09/12/2024

The Hoover Institution is a public policy research center and think tank located at Stanford University in California, United States.

Hoover recirculates a new content offer every Thursday by sending out an email to their Donor and NonDonor audiences. For this specific recirculation, we wanted to test whether shorter, more-to-the-point email copy impacted clicks and email signups, as well as donation conversions.

This experiment result is for active donors.

Research Question

We believe that shortening copy for active donors will achieve a change in content offer KPIs.

Design

C: Control
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T1: Treatment #1
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=> 1184 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11-372x188.png [thumb_372-width] => 372 [thumb_372-height] => 188 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11-980x495.png [single_post_thumbnail-width] => 980 [single_post_thumbnail-height] => 495 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11-32x16.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 16 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11-48x24.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 24 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11-64x32.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 32 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11-128x65.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 65 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11-122x62.png [thumb_122_67-width] => 122 [thumb_122_67-height] => 62 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11-153x77.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 77 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11-130x66.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 66 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11-232x117.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 117 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11-544x275.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 275 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11-271x137.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 137 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11-271x137.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 137 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11-272x137.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 137 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11-372x188.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 188 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11-372x188.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 188 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11-385x194.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 194 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11-416x210.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 210 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11-448x226.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 226 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11-896x452.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 452 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11-574x290.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 290 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11-776x392.png [thumb_776_395-width] => 776 [thumb_776_395-height] => 392 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 151 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 202 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 303 ) ) )

Results

  Treatment Name Click Rate Relative Difference Confidence
C: Control 2.1%
T1: Treatment #1 2.0% -6.3% 50.6%

This experiment has a required sample size of 86,903 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

The key learning from this experiment is that shortening the email copy for active donors resulted in a 6.3% decrease in clicks for all traffic. However, the statistical level of confidence was only 50.6%, which is below the generally accepted threshold of 95%. Moreover, when looking at downstream metrics:

  1. The treatment version had a 13% decrease in email sign ups for the content offer, with an 80% level of confidence.
  2. There was no difference at all when looking at donation conversions after the sign-up compared to total sent, but of those that signed up and THEN donated, the treatment had a 16% increase in donation conversions with only a 36% level of confidence.


Experiment Documented by NextAfter

Question about experiment #193917

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