How using a content offer instead of a direct ask in a dear reader affects donor conversion metrics
Experiment ID: #196496
Minnesota Public Radio
Experiment Summary
Timeframe: 03/25/2025 - 04/08/2025
For MPR, we decided to optimize their article pages through the addition of a dear reader. But before rolling this out to all traffic, we wanted to test how a content offer vs a direct ask would impact the donor conversion.
The content offer used in this test was their Talking Sense e-Book.
Research Question
We believe that offering a free ebook in a dear reader for website visitors will achieve an increase in donor conversion metrics because it provides immediate value to the audience, aligns with their interests, and incentivizes engagement by presenting a tangible benefit in exchange for their attention, making the offer more appealing and actionable.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.00% | ||
| T1: | Treatment 1 | 0.00% | 498.3% | 100.0% |
This experiment has a required sample size of 130,532 in order to be valid. Since the experiment had a total sample size of 966,952, 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
× 498.3% increase in conversion rate
× 0% increase in average gift
Key Learnings
Key learnings from this experiment is that the content offer version of the Article Pages Dear Reader saw a 199.1% lift in transactions at a 99.7% LOC, indicating that these results validated and therefore should be used for future decision making. The treatment version greatly outperformed the direct ask version in terms of both clicks and overall transactions. Due to these results, we have rolled out the content offer version out to 100% of traffic to MPRNews article pages.