How aligning the landing page copy to the Dear Reader ad still didn’t increase revenue
Experiment ID: #10722
The Heritage Foundation
Experiment Summary
Timeframe: 02/07/2019 - 02/14/2019
In this iteration of continued experimentation with the “Dear Reader” ads on The Daily Signal, we wanted to experiment with a message that was customized to the content of the “Dear Reader” ads, which positions how to “learn more” about how to “stand with the president”. We have already validated that this treatment (with 100% confidence) will generate +400% increase in click traffic.
We wrote a custom message focused upon continuity between the ad copy and the landing page copy, with more detail to it, then relaunched the campaign.
Research Question
Would using copy on the landing page work to better and more closely align a Heritage Foundation membership to standing with the president and increase revenue?
Design
C: Control
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)
)
)
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $8.05 | $37.84 | ||
| T1: | Treatment #1 | $1.21 | -85.0% | 100.0% | $58.49 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was met so these 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
× 90.3% decrease in conversion rate
× 54.6% increase in average gift
85.0% decrease in revenue
Key Learnings
This experiment showed the same results -- that validated with a 100% level of confidence (for the second time) that we could generate +400% more clicks on the "Dear Reader" ad with the "Learn More" button, but with a 99.9% level of confidence, we found that although we had more people see the message, it decreased revenue by -85%.
Further, the treatment validated decrease donor conversion rates, as well (-52%, with a level of confidence of 99.1%).
In reviewing engagement statistics, we noticed that the treatment users bounced from the page at a rate of 95.47%. For reference, the control's bounce rate was only 75.6% (which is more than 20% lower than the treatment).
This tells us that "Dear Reader" ad clickers want to know how they can stand with the president, but they're not yet convinced that activating a Heritage Foundation membership is the best way to do it. So much so, that they immediately leave the page when they are presented with a fundraising page.
For this reason, we ended the experiment and will try another path forward.
Because the control continues to generate the highest revenue, our priority would be to look at ways to increase revenue from that membership acquisition funnel while we develop a path to capitalize upon the significantly higher volume of clickthrough traffic we can generate with the "Learn More" button text.
Our recommendation at this point is to consider adding an engagement pathway between the Heritage Foundation membership ask and the "Dear Reader" ad (ex. petition, pledge, quiz and/or survey), which will then lead the "Dear Reader" traffic through that pathway, and into a relevant ask for them to activate a membership.