The Heritage Foundation

How a Daily Signal core fundraising message impacted donor conversion rate for the Dear Reader ads

Experiment ID: #13468

The Heritage Foundation

Experiment Summary

Timeframe: 03/25/2019 - 03/31/2019

In an attempt to move away from the existing control message (focusing upon “partnering with President Trump” by “activating your Heritage membership”), we wanted to experiment with a more TDS-focused message about why The Daily Signal exists, and how we can only continue with the support of readers.

Research Question

Does a Daily Signal support call to action acquire more donors (or generate more revenue) than the existing message to activate a membership?

Design

C: Control
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T1: Treatment #1
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https://www.nextafter.com/wp-content/uploads/Treatment_1-11-372x213.jpg [thumb_372-width] => 372 [thumb_372-height] => 213 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11-980x561.jpg [single_post_thumbnail-width] => 980 [single_post_thumbnail-height] => 561 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11-32x18.jpg [thumb_32_32-width] => 32 [thumb_32_32-height] => 18 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11-48x28.jpg [thumb_48_48-width] => 48 [thumb_48_48-height] => 28 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11-64x37.jpg [thumb_64_64-width] => 64 [thumb_64_64-height] => 37 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11-128x73.jpg [thumb_128_128-width] => 128 [thumb_128_128-height] => 73 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11-117x67.jpg [thumb_122_67-width] => 117 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11-153x88.jpg [thumb_153_153-width] => 153 [thumb_153_153-height] => 88 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11-130x74.jpg [thumb_130_163-width] => 130 [thumb_130_163-height] => 74 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11-232x133.jpg [thumb_232_177-width] => 232 [thumb_232_177-height] => 133 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11-544x312.jpg [thumb_272_325-width] => 544 [thumb_272_325-height] => 312 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11-271x155.jpg [thumb_271_346-width] => 271 [thumb_271_346-height] => 155 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11-271x155.jpg [thumb_271_271-width] => 271 [thumb_271_271-height] => 155 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11-272x156.jpg [thumb_272_172-width] => 272 [thumb_272_172-height] => 156 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11-372x213.jpg [thumb_372_461-width] => 372 [thumb_372_461-height] => 213 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11-372x213.jpg [thumb_372_500-width] => 372 [thumb_372_500-height] => 213 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11-385x221.jpg [thumb_385_270-width] => 385 [thumb_385_270-height] => 221 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11-416x238.jpg [thumb_416_241-width] => 416 [thumb_416_241-height] => 238 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11-448x257.jpg [thumb_448_410-width] => 448 [thumb_448_410-height] => 257 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11-896x513.jpg [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 513 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11-574x329.jpg [thumb_574_382-width] => 574 [thumb_574_382-height] => 329 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11-689x395.jpg [thumb_776_395-width] => 689 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11.jpg [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 172 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11.jpg [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 229 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_1-11.jpg [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 344 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Control 0.04%
T1: Treatment #1 0.03% -29.5% 84.7%

This experiment has a required sample size of 198,830 in order to be valid. Since the experiment had a total sample size of 208,973, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

With 84.6 level of confidence, we substantiated a -29.5% decrease in donor conversion rate. We also saw a -14.8% decrease in revenue (70.2% level of confidence) alongside these results.

We did, however, see a +20% increase in “Dear Reader” ad clicks (with a 95% level of confidence).

We decided to stop this treatment due to the compounding impact of decreased revenue and donor conversion rates.

When digging into the data, we found some interesting pieces of information as it pertains to the type of visitor (new visitor vs. returning visitor).

Here are some observations for new visitors and comparative impact for the treatments within this experiment:

  • The control was 138% better at converting new visitors.
  • The control generated a 119% higher revenue/visitor value from new visitors.
  • The treatment was 36% more effective at converting returning visitors (topping a 31% donor conversion rate).
  • The treatment generated a 22% higher average gift from returning visitors.
  • The treatment generated a 67% higher revenue/visitor value from returning visitors.

It would appear that the control message is most effective at converting first time visitors, while the treatment message was most effective at converting returning visitors.

Our recommendation would be to look to roll both treatments out based upon the number of times a visitor has arrived at a page. Specifically, if the the reader has already converted through a “Dear Reader” ad in the past, it might be advisable to immediately swap the ads they see to a message more similar to the treatment.


Experiment Documented by Greg Colunga

Question about experiment #13468

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