Will a personalized ask on a dear reader convert users better?
Experiment ID: #196244
Moody Radio
Experiment Summary
Ended On: 03/31/2025
Moody Radio hosts a Spring Share Fundraiser each year where a ton of traffic is driven tot he website from on-air, paid ads, and social.
For this test, we wanted to see if we could present an ask on the content pages that would support the campaign and convert users who are reading on the site.
In the past, we’ve seen that adding a dear reader to the content pages increases conversions significantly vs. not having one. For this test, we wanted to see if we could test adding different elements to make the ask as optimized as possible.
Research Question
We believe that adding a personal ask to the dear reader for the content pages during Spring Share will achieve more transactions because the user will be able to connect the ask with a person.
Design
C: Control
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)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 1.2% | ||
| T1: | Treatment #1 | 1.1% | -7.9% | 17.1% |
This experiment has a required sample size of 94,407 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 a personal ask to the dear reader for the content pages during the Spring Share fundraiser did not result in an increase in donations. In fact, the treatment group saw a decrease in donations compared to the control group. However, the statistical level of confidence is only 17.1%, which is below the threshold of 95% for validity. Furthermore, when breaking down the results by new or returning visitors, we're able to see that having the personalized ask actually works better for those that are new to the site. We also saw that when only looking at desktop traffic, the personalized ask was more effective in converting donors (5 to 7); however, in the mobile view, the control was by far the champion. This could be because adding the image and extra copy caused extra donor friction on a smaller screen. These results should not be used for future decision making. It is important to conduct further experiments with a larger sample size to determine the true impact of adding a personal ask to the dear reader. Additionally, other elements could be tested to optimize the ask, such as different messaging or design elements. Future experimentation should focus on testing different strategies to effectively drive donations during the Spring Share fundraiser.