How adding an offer and dear reader at the end of blogs impacts donations
Avila Foundation
Experiment Summary
Timeframe: 01/03/2022 - 04/06/2022
Avila has typically had a generic email subscription at the bottom of all their pages, including their blogs. We wanted to test and see if adding a an offer and dear reader at the end of the blogs would both generate more donations and increase email acquisition rate. Avila used an offer that was running in their Facebook ads for this experiment.
Traffic to this page was organic.
Research Question
We believe that adding an offer and dear reader for blog readers will achieve a higher donor conversion rate .
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.01% | $0.00 | ||
| T1: | Treatment - Dear Reader | 0.05% | 449.1% | 100.0% | $0.00 |
This experiment has a required sample size of 12,509 in order to be valid. Since the experiment had a total sample size of 100,962, 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:
0% increase in traffic
× 449.1% increase in conversion rate
× 0% increase in average gift
Key Learnings
This experiment resulted in a valid 449% lift in donations in addition to a valid 418% increase in email acquisition. These results indicate that Avila’s audience and blog readers are more motivated to sign up for emails and give when presented clear value through an offer vs. a generic email subscription form. It is recommended that we next test into using the founder’s (Dan Burke) image and signature to humanize the message in the dear reader to see if that provides an additional lift in conversions.