How a content offer vs. a survey impacts engagement with a dear reader
Experiment ID: #197239
Minnesota Public Radio
Experiment Summary
Timeframe: 05/14/2025 - 06/17/2025
In an effort to capitalize on MPR’s free site traffic, we opted to test into a dear reader on their story and article pages.
We tested this previously with a direct ask versus their content offer: Talking Sense. Based on those test results, we rolled out the Talking Sense content offer version. In an effort to continually optimize their dear reader, we wanted to test using their Listener Survey to see if the survey drove more engagemnent.
This test was run for just under 4 weeks with equal traffic split between the control: Talking Sense and the treatment: Listeney Survey.
Research Question
We believe that using the MPR Listener Survey in the dear reader for story and article page visitors will achieve an increase in engagement with the dear reader because inviting readers to share their opinions, this approach fosters a more interactive and open space for them to engage
Design
C: Control
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.13% | ||
| T1: | Treatment 1 | 0.17% | 26.0% | 100.0% |
This experiment has a required sample size of 96,653 in order to be valid. Since the experiment had a total sample size of 1,916,506, 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:
26.0% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learnings from this experiment are: the use of the MPR Listener Survey in the Dear Reader for story page visitors led to a significant increase in engagement with the Dear Reader CTA button clicked, showing a valid 25.7% increase in engagement compared to the control - Talking Sense content offer.
Based on these results, it is clear that the treatment (Listener Survey) drove more engagement to the applicable landing pages, but we needed to go a step further to determine which version drove more motivated traffic to complete the action.
Therefore, we pulled both the number of emails acquired and the number of gifts for each of these variants.
Control: Talking Sense
- Emails Acquired: 71
- Transactions: 54
- Revenue: $2,256.00
Treatment: Listener Survey
- Emails Acquired: 103
- Transactions: 25
- Revenue: $2,245
In future experiments, it is important to balance engagement and conversion metrics. While engagement is key to building a relationship with the audience, the ultimately goal is to drive conversions. It could be beneficial to further analyze the survey's impact on the user journey and identify ways to optimize for both engagement and conversions. Additionally, conducting follow-up experiments to test different variations of the survey or combining it with other strategies could help further understand its impact on user behavior.