How using more focused copy on a non-donor email offering up a content offer impacted offer performance
Experiment ID: #191665
Hoover Institution
Experiment Summary
Timeframe: 10/10/2024 - 10/12/2024
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 one of Hoover’s most popular offers, Personal Freedom and the Moral Case for Capitalism, we wanted to see whether copy that focused more on the offer, and not use pop culture references, impact email and content offer performance. This experiment was for their non-donor audience.
Research Question
We believe that focusing copy for a non donor audience will achieve a change in content offer performance.
Design
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[1536x1536] => https://www.nextafter.com/wp-content/uploads/Version_B-12-1536x966.png
[1536x1536-width] => 1536
[1536x1536-height] => 966
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Version_B-12-2048x1288.png
[2048x2048-width] => 2048
[2048x2048-height] => 1288
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Version_B-12-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Version_B-12-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Version_B-12-50x31.png
[admin-width] => 50
[admin-height] => 31
[full] => https://www.nextafter.com/wp-content/uploads/Version_B-12.png
[full-width] => 2104
[full-height] => 1323
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Version_B-12-372x234.png
[thumb_372-width] => 372
[thumb_372-height] => 234
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Version_B-12-980x616.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 616
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Version_B-12-32x20.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 20
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Version_B-12-48x30.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 30
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Version_B-12-64x40.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 40
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Version_B-12-128x80.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 80
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Version_B-12-107x67.png
[thumb_122_67-width] => 107
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Version_B-12-153x96.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 96
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Version_B-12-130x82.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 82
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Version_B-12-232x146.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 146
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Version_B-12-544x342.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 342
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Version_B-12-271x170.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 170
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Version_B-12-271x170.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 170
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Version_B-12-272x172.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Version_B-12-372x234.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 234
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Version_B-12-372x234.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 234
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Version_B-12-385x242.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 242
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Version_B-12-383x241.png
[thumb_416_241-width] => 383
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Version_B-12-448x282.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 282
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Version_B-12-896x563.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 563
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Version_B-12-574x361.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 361
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Version_B-12-628x395.png
[thumb_776_395-width] => 628
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Version_B-12.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 189
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Version_B-12.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 252
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Version_B-12.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 377
)
)
)
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Version A | 1.1% | ||
| T1: | Version B | 1.1% | 2.6% | 47.7% |
This experiment has a required sample size of 1,071,067 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 learnings from this experiment are that focusing the copy for a non-donor audience resulted in a 2.6% increase in Clicks for All Traffic. While this shows a potential positive impact on performance, the statistical level of confidence was only 47.7%, which is below the generally accepted threshold of 95% for results to be considered valid. In future experimentation, it is important to ensure that a higher level of statistical confidence is achieved before making any definitive conclusions or decisions based on the results. This may involve running the experiment for a longer duration, increasing the sample size, or making adjustments to the variables being tested. Additionally, it would be beneficial to continue testing different variations of copy focused on the offer and compare the performance results to further understand the impact on audience engagement and conversion rates. By consistently experimenting and analyzing the results with a critical eye on statistical relevance, Hoover Institution can make more informed decisions to optimize their email content and offers for better performance in the future.