Will a personalized dear reader perform better than a non personalized?
Experiment ID: #195426
Moody Radio
Experiment Summary
Ended On: 02/18/2025
In previous campaigns we’ve seen dear readers work remarkable well for TW. For this test we wanted to build off of our previous tests to find the best way to present a dear reader to their audience.
In this case, we wanted to see if having a personalized ask for the editor would improve conversion rates.
Research Question
We believe that having a personalized ask for the dear reader on the content page will achieve a higher donor conversion because the ask is more humanized and they can associate it with the editor that they see writing them everyday.
Design
C: Control
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)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.23% | ||
| T1: | Treatment #1 | 0.14% | -38.6% | 89.9% |
This experiment has a required sample size of 17,984 in order to be valid. Since the experiment had a total sample size of 25,226, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The key learnings from this experiment are that having a personalized ask for the editor in the content page did not result in an increase in donor conversion rates as hypothesized. In fact, the treatment group saw a significant decrease in donations compared to the control group. In future experimentation, it is important to carefully analyze why the personalized ask did not resonate with the audience as expected. It may be beneficial to conduct further research to better understand the preferences and motivations of the audience before implementing personalized asks. Additionally, it is essential to always run experiments to statistically significant levels of confidence (95% or higher) to ensure the results are reliable. Moving forward, it may be valuable to test different types of personalization or messaging to see what resonates best with donors. By learning from this experiment and making adjustments based on the findings, we can continue to optimize our strategies for increasing donor conversions in future campaigns.