Should asks for the content pages be premium focused?
Experiment ID: #196247
Moody Radio
Experiment Summary
Ended On: 03/31/2025
Moody Radio is running a Spring Share campaign that drives a ton of traffic to their website from on-air, paid traffic, and social.
Earlier in the campaign, we tested how an ask on the content pages should look with a premium.
For this test, we wanted to see if presenting the ask with the premium being the focus is better at converting donors, or if presenting the ask similar to how we are on the homepage would be better.
Research Question
We believe that having the ask on the content pages be similar to the homepage for the Spring Share campaign will achieve more transactions because there will be continuity between the asks on the site, which can lead to more trust and credibility.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 1.3% | ||
| T1: | Treatment #1 | 1.0% | -20.6% | 89.9% |
This experiment has a required sample size of 12,511 in order to be valid. Since the experiment had a total sample size of 17,550, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The key learnings from this experiment are that presenting the ask on content pages differently from the homepage for the Spring Share campaign resulted in a 20.6% decrease in donations. Although the results did not reach a statistical level of confidence of 95%, the trend indicates that the control (current homepage format) performed better than the treatment (focus on premium). In future experimentation, it is essential to consider the potential impact of changing the format of the ask on different parts of the website. It is clear that continuity and consistency in messaging across different pages can play a crucial role in building trust and credibility with donors. Therefore, it may be beneficial to maintain a similar approach to the ask throughout the website to ensure a unified donor experience. Further testing is recommended to validate these findings and to explore other factors that may influence donation conversions on content pages. Adjusting the format of the ask, testing different premiums, or even considering the timing of the ask in the donor journey could all be valuable areas for future experimentation to optimize donation conversions for the Spring Share campaign on Moody Radio's website.