Hoover Institution

How adding copy that emphasizes how many people downloaded the offer on an email to non-donors impacts click throughs

Experiment ID: #191160

Hoover Institution

Experiment Summary

Timeframe: 09/26/2024 - 09/30/2024

The Hoover Institution is a public policy research center and think tank located at Stanford University in California, United States.

Hoover recirculates a new content offer every Thursday by sending out an email to their Donor and NonDonor audiences. For this specific recirculation of Tricke Down, we wanted to test whether adding copy that emphasizes how many downloads of the offer have happened in the past impacts sign-up rates. This email was aimed towards a donor audience.

Research Question

We believe that adding claims of popularity for a non-donor audience will achieve a change in email sign up rates.

Design

C: Version A
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T1: Version B
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[thumb_122_67-width] => 44 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Version_B-10-100x153.png [thumb_153_153-width] => 100 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Version_B-10-107x163.png [thumb_130_163-width] => 107 [thumb_130_163-height] => 163 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Version_B-10-116x177.png [thumb_232_177-width] => 116 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Version_B-10-427x650.png [thumb_272_325-width] => 427 [thumb_272_325-height] => 650 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Version_B-10-227x346.png [thumb_271_346-width] => 227 [thumb_271_346-height] => 346 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Version_B-10-178x271.png [thumb_271_271-width] => 178 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Version_B-10-113x172.png [thumb_272_172-width] => 113 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Version_B-10-303x461.png [thumb_372_461-width] => 303 [thumb_372_461-height] => 461 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Version_B-10-328x500.png [thumb_372_500-width] => 328 [thumb_372_500-height] => 500 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Version_B-10-177x270.png [thumb_385_270-width] => 177 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Version_B-10-158x241.png [thumb_416_241-width] => 158 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Version_B-10-269x410.png [thumb_448_410-width] => 269 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Version_B-10-538x820.png [thumb_448_410_retina-width] => 538 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Version_B-10-251x382.png [thumb_574_382-width] => 251 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Version_B-10-259x395.png [thumb_776_395-width] => 259 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Version_B-10.png [gform-image-choice-sm-width] => 197 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Version_B-10.png [gform-image-choice-md-width] => 263 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Version_B-10.png [gform-image-choice-lg-width] => 394 [gform-image-choice-lg-height] => 600 ) ) )

Results

  Treatment Name Click Rate Relative Difference Confidence
C: Version A 0.86%
T1: Version B 0.80% -5.9% 74.5%

This experiment has a required sample size of 248,705 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

The key learning from this experiment is that adding claims of popularity to the email sent to a non-donor audience did not have a significant impact on email sign-up rates. The treatment group, which included claims of popularity, actually saw a decrease in clicks compared to the control group. However, the statistical level of confidence was only 74.5%, which is below the standard threshold of 85% for validity.

Moreover, when looking at downstream results, we see the following:

  1. The treatment version had an 8% increase in email signups, with a 74% level of confidence.
  2. The treatment version had a 35% increase in donations, with a 60% level of confidence.


For non-donors specifically, adding in references to the popularity of the ebook increased all key metrics. Future testing would look at testing congruency on the messaging--does adding references to the popularity on the landing page or donation page impact performance metrics?


Experiment Documented by NextAfter

Question about experiment #191160

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