Does the signer on a Dear Reader impact donation rate?
KCBI
Experiment Summary
Timeframe: 12/21/2020 - 12/31/2020
During KCBI’s calendar year end campaign, we added Dear Reader notes at the end of their blog posts asking for a year end donation. Originally the design was to have the note signed from “The KCBI Team”. But since the majority of their blogs are by one radio personality, we wondered if having her be the signer instead would increase donations. So we tested it.
Research Question
We believe that having a specific signer on a dear reader for blog pages will achieve higher donation rates.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | KCBI Team Signature | 0.39% | ||
| T1: | Rebecca Signature | 0.20% | -49.1% | 67.2% |
This experiment has a required sample size of 6,248 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
There was not a large enough sample size to validate this experiment or even show a directional lift. However, we did find that Dear Readers are a valuable source of revenue and that further experimentation is needed.