How a different title affects webinar registrations
NextAfter
Experiment Summary
Timeframe: 02/01/2017 - 02/06/2017
When launching the promotion for a new NextAfter webinar, we wanted to ensure that we were choosing an effective title.
We had observed that many nonprofits are focused on acquisition during the first quarter or the year. This led us to hypothesize a title focused on “online donor acquisition” could be an effective way of getting the attention of nonprofit fundraisers.
But we also knew that many people we talk to specifically mention that they don’t know how to get value out of Facebook. Many have given up on it as a viable channel for fundraising. That led us to think that focusing our title around “Facebook fundraising” could also be effective.
The only way to know which would be most effective was to test.
Research Question
Which webinar title will acquire more registrants?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Online Donor Acquisiton | 0.62% | ||
| T1: | Facebook Fundraising | 1.8% | 197.1% | 98.6% |
This experiment has a required sample size of 718 in order to be valid. Since the experiment had a total sample size of 1,842, 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
× 197.1% increase in conversion rate
× 0% increase in average gift
Key Learnings
We learned that the treatment title “Cracking the Code of Facebook Fundraising” resulted in 197% more webinar registrations. By testing this through our Facebook advertising channels before rolling it out to our email file, we were able to capitalize on this learning in order to drive higher conversion throughout the promotional cycle.