How using a content offer instead of a direct ask in an article interstitial affects click-through rate

Experiment ID: #194506

Experiment Summary

Timeframe: 01/08/2025 - 01/08/2025

MPR has direct ask interstitials on its article pages throughout its website. They wanted to see how a content offer would affect click-through rate on the interstitial so they tested advertising their Talking Sense ebook for 50% of traffic to see.

Research Question

We believe that offering a free ebook for website visitors will achieve an increase in click-through rate 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: Direct Ask
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T1: Content Offer
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Results

 Treatment NameClick RateRelative DifferenceConfidence
C: Direct Ask 0.05%
T1: Content Offer 0.10%93.7% 100.0%

This experiment has a required sample size of 23,673 in order to be valid. Since the experiment had a total sample size of 1,712,563, 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:

    93.7% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift

Key Learnings

Key learnings from this experiment:

1. Offering a free ebook as a content offer can significantly increase the click-through rate on interstitials.

2. The treatment group, which received the ebook offer, experienced a 93.7% increase in clicks compared to the control group.

3. The results were statistically significant with a 100.0% confidence level, indicating that the ebook offer had a clear impact on user behavior.

**It’s important to note that the test did not track email acquisition or donor conversion so we do not know the impact on those two metrics.

How to use these learnings in future experimentation:

1. Consider using content offers, such as ebooks, as incentives to encourage user engagement and click-throughs.

2. Continue to test different types of content offers to see which ones resonate best with the audience.

3. Use A/B testing and statistical significance to measure the effectiveness of different strategies and make data-driven decisions for future campaigns.

4. Incorporate learnings from this experiment into overall marketing and engagement strategies to optimize user interactions and drive desired outcomes.


Experiment Documented by Jeff Giddens
Jeff Giddens is President of NextAfter.

Question about experiment #194506

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