How the placement of a donation ask in an article impacts donor conversion Experiment ID: #16504

EWTN

Experiment Summary

Ended On: 6/17/2019

On the National Catholic Register’s website, we had previously tested adding a donation opportunity within the site’s articles. We found we were able to increase donor acquisition by 800% with this “Dear Reader” style donation ask. We then rolled this out to all traffic and monitored engagement metrics on the website. Engagement for the articles didn’t drop off and we continued to see donations come in from the feature. We then hypothesized the placement of the Dear Reader. Would we be able to increase donor conversion by placing it mid-article or at the end of the article? We tested this by splitting the traffic 50/50.

Research Question

What Dear Reader placement would give us the greatest return for donor conversion?

Design

C: Mid-article Dear Reader
T1: End of article Dear Reader

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: Mid-article Dear Reader 3.0%
T1: End of article Dear Reader 4.8% 58.5% 91.1%

This experiment has a required sample size of 888 in order to be valid. Since the experiment had a total sample size of 1,441, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

While we saw a slight increase in clicks from the Dear Reader feature mid-article, donor conversion at the end of the article increased by 58%. The experiment was directionally valid at 91%.

The Dear Reader at the end of the articles provided a logical next step and didn’t disrupt the reader’s experience on the page. Even though we saw the increase in click mid-article, these people were not yet ready to convert and make a gift once they got to the donation page.


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Experiment Documented by...

Courtney Gaines

Courtney is the Senior Director of Optimization 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.