How positioning the printed guide impacted donor conversion rate
Experiment ID: #15001
The Heritage Foundation
Experiment Summary
Ended On: 04/23/2019
While continuing experimentation around what sticky bar message generates the most donors, we wanted to test the donation page headline (from the control) against a new message. We assumed that one motivation to receive the printed guide might be simply because the person like the benefits of a physical book. So, we played with the message to lean into that assumption.
Research Question
Would using the appeal of the ability to take notes in a physical book improve donor conversion rate?
5/16/2019 Note: As it stands currently, there is only a 1% difference in Stickybar clickthrough rate, but the donor conversion rate for the “take notes in a printed guide” message is proving to increase donor conversion rates.
Design
C: Control
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[full] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12.jpg
[full-width] => 1440
[full-height] => 688
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12-372x178.jpg
[thumb_372-width] => 372
[thumb_372-height] => 178
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12-980x468.jpg
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 468
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12-32x15.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 15
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12-48x23.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 23
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12-64x31.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 31
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12-128x61.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 61
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12-122x58.jpg
[thumb_122_67-width] => 122
[thumb_122_67-height] => 58
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12-153x73.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 73
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12-130x62.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 62
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12-232x111.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 111
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12-544x260.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 260
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12-271x129.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 129
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12-271x129.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 129
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12-272x130.jpg
[thumb_272_172-width] => 272
[thumb_272_172-height] => 130
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12-372x178.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 178
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12-372x178.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 178
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12-385x184.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 184
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12-416x199.jpg
[thumb_416_241-width] => 416
[thumb_416_241-height] => 199
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12-448x214.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 214
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12-896x428.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 428
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12-574x274.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 274
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12-776x371.jpg
[thumb_776_395-width] => 776
[thumb_776_395-height] => 371
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12.jpg
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 143
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12.jpg
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 191
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_1-12.jpg
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 287
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 1.4% | ||
| T1: | Treatment #1 | 1.8% | 34.5% | 50.9% |
This experiment has a required sample size of 5,319 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