How a different title affects webinar registrations Experiment ID: #6072

NextAfter

Experiment Summary

Timeframe: 2/1/2017 - 2/6/2017

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?

MECLABS Conversion Factors Targeted

C = 4m + 3v + 2( i - f) - 2a ©

Copyright 2015, MECLABS

Design

C: Online Donor Acquisiton
T1: Facebook Fundraising

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.


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Experiment Documented by...

Nathan Hill

Nathan is an Optimization Evangelist at NextAfter. If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.