Since August, the Fundraising Committee has been running banner & landing page tests. These have evolved from weekly Thursday afternoon tests, which helped us get all of our systems in order and determined which messages would best motivate our donors before the launch of the fundraiser - to almost daily tests introducing new banners and landing pages as we continue to tweak our current campaign.
Check out the Fundraising Updates page where we discuss what we've learned so far and upcoming tests and challenges.
* We've changed donations over $50 into $50 amounts to account for outliers which may skew our testing data
edit
- Read the update about these tests
Banner
|
Impressions
|
Views
|
Clicks
|
Donations
|
Total USD
|
Total USD 50*
|
Click Rate
|
Conversion Rate
|
Donation per Impression
|
Amount per Impression
|
Amount per Impression 50*
|
Donations per View
|
Amount per View
|
Amount per View 50*
|
If everyone reading this donated $5 |
1421605 |
6137 |
520 |
365 |
$6954.91 |
$5304.91 |
0.43% |
70.19% |
0.000257 |
$0.0049 |
$0.0037 |
0.0595 |
$1.13 |
$0.86
|
Only 4 days left |
1325539 |
5632 |
269 |
181 |
$6931 |
$4956 |
0.42% |
67.29% |
0.000137 |
$0.0052 |
$0.0037 |
0.0321 |
$1.23 |
$0.88
|
Imagine you had a nickel |
681610 |
3298 |
117 |
76 |
$2555.64 |
$1880.64 |
0.48% |
64.96% |
0.000112 |
$0.0037 |
$0.0028 |
0.023 |
$0.77 |
$0.57
|
Banner
|
Impressions
|
Views
|
Clicks
|
Donations
|
Total USD
|
Total USD 50*
|
Click Rate
|
Conversion Rate
|
Donation per Impression
|
Amount per Impression
|
Amount per Impression 50*
|
Donations per View
|
Amount per View
|
Amount per View 50*
|
If everyone reading this donated $5 |
739174 |
2955 |
245 |
170 |
$2937.18 |
$2537.18 |
0.40% |
69.39% |
0.00023 |
$0.0040 |
$0.0034 |
0.0575 |
$0.99 |
$0.86
|
600000 readers |
712626 |
3039 |
107 |
70 |
$2755.12 |
$1925.96 |
0.43% |
65.42% |
0.000098 |
$0.0039 |
$0.0027 |
0.023 |
$0.91 |
$0.63
|
Won that bet |
685639 |
2680 |
92 |
60 |
$1643.5 |
$1393.5 |
0.39% |
65.22% |
0.000088 |
$0.0024 |
$0.0020 |
0.0224 |
$0.61 |
$0.52
|
Banner
|
Impressions
|
Views
|
Clicks
|
Donations
|
Total USD
|
Total USD 50*
|
Click Rate
|
Conversion Rate
|
Donation per Impression
|
Amount per Impression
|
Amount per Impression 50*
|
Donations per View
|
Amount per View
|
Amount per View 50*
|
If everyone reading this donated $5 |
2712071 |
11143 |
794 |
590 |
$11223.5 |
$9348.5 |
0.41% |
74.31% |
0.000218 |
$0.0041 |
$0.0035 |
0.0529 |
$1.01 |
$0.84
|
Only 4 days left |
2644705 |
10532 |
454 |
277 |
$8168.02 |
$6556.77 |
0.40% |
61.01% |
0.000105 |
$0.0031 |
$0.0025 |
0.0263 |
$0.78 |
$0.62
|
600000 readers |
2586668 |
10073 |
340 |
198 |
$7623.98 |
5023.98 |
0.39% |
58.24% |
0.000077 |
$0.0029 |
$0.0019 |
0.0197 |
$0.76 |
$0.50
|
Banner
|
Impressions
|
Views
|
Clicks
|
Donations
|
Total USD
|
Total USD 50*
|
Click Rate
|
Conversion Rate
|
Donation per Impression
|
Amount per Impression
|
Amount per Impression 50*
|
Donations per View
|
Amount per View
|
Amount per View 50*
|
If everyone reading this donated $10 |
1276039 |
5270 |
285 |
192 |
$3691 |
$3421 |
0.41% |
67.37% |
0.00015 |
$0.002893 |
$0.0027 |
0.0364 |
$0.70038 |
$0.65
|
If everyone reading this donated $5 |
1328376 |
5570 |
362 |
243 |
$3918 |
$3368 |
0.42% |
67.13% |
0.000183 |
$0.002949 |
$0.0025 |
0.0436 |
$0.703411 |
$0.60
|
If everyone reading this donated $5 vs. 4 days left to make tax-deductible donation test
edit
Banner
|
Impressions
|
Views
|
Clicks
|
Donations
|
Total USD
|
Total USD 50*
|
Click Rate
|
Conversion Rate
|
Donation per Impression
|
Amount per Impression
|
Amount per Impression 50*
|
Donations per View
|
Amount per View
|
Amount per View 50*
|
If everyone reading this donated $5 |
1279110 |
5283 |
308 |
206 |
$3118.5 |
$2918.5 |
0.41% |
66.88% |
0.000161 |
$0.0024 |
$0.0023 |
0.039 |
$0.59 |
$0.55
|
Only 4 days left |
1233431 |
5129 |
198 |
131 |
$4522.94 |
$3047.94 |
0.42% |
66.16% |
0.000106 |
$0.0037 |
$0.0025 |
0.0255 |
$0.88 |
$0.59
|
Only vs. No Only test
edit
Banner
|
Impressions
|
Views
|
Clicks
|
Donations
|
Total USD
|
Total USD 50*
|
Click Rate
|
Conversion Rate
|
Donation per Impression
|
Amount per Impression
|
Amount per Impression 50*
|
Donations per View
|
Amount per View
|
Amount per View 50*
|
If everyone reading this donated $5 |
396184 |
5903 |
323 |
217 |
$3720.05 |
$3370.05 |
1.49% |
67.18% |
0.00055 |
$0.0094 |
$0.0085 |
0.0368 |
$0.63 |
$0.57
|
Only 4 days left |
176719 |
2809 |
100 |
57 |
$2110 |
$1335 |
1.59% |
57% |
0.000323 |
$0.012 |
$0.0076 |
0.0203 |
$0.75 |
$0.48
|
4 days left |
175356 |
2781 |
81 |
45 |
$1424.77 |
$1174.77 |
1.59% |
55.56% |
0.000257 |
$0.0081 |
$0.0067 |
0.0162 |
$0.51 |
$0.42
|
Ask String Test
Read the Update about this test
Landing Page (LP)/Ask String
|
LP Views
|
Clicks
|
Donations
|
Total USD
|
Completion Rate
|
Donations per View
|
USD per View
|
PayPal Donations
|
Credit Card Donations
|
PayPal Click Through Rate
|
Credit Card click Through Rate
|
$5-$1000 |
103897 |
2845 |
1621 |
$43,756.5 |
56.98% |
0.0156 |
0.4211 |
839 |
782 |
67.88% |
48.6%
|
$20-$250 |
103750 |
2538 |
1470 |
$45,289.48 |
57.92% |
0.0142 |
0.4365 |
756 |
714 |
67.26% |
50.5%
|
$20-$250 |
103190 |
2492 |
1346 |
$43,486.52 |
54.01% |
0.013 |
0.4214 |
692 |
654 |
65.72% |
45.45%
|
Bold, Bolder, Boldest border test
22:55 - 23:55 UTC
0055 - 0155 UTC
Bold Temple Test
22:55 - 23:55 UTC
Read the Update about this test
Jimmy Banner Text Test 1855 - 1955 UTC
Read the Update about this test
1920 - 2255 UTC
Read the Update about this test
Each banner here is linked to the landing page for this test.
1920 - 2255 UTC
Banner & Landing Page
|
Banner Views Total
|
Banner Views
|
Landing Page Views
|
Donate button clicks
|
# of donations
|
Total amount (USD)
|
Banner Click Rate
|
Donations / Donate button clicks
|
Banner Donation Rate (%)
|
Number of donations / Landing page views (%)
|
Control |
822303 |
822303 |
6165 |
63 |
23 |
$685 |
0.75% |
36.51% |
0.0028% |
0.37%
|
Liam 1 |
1876228 |
922762 |
8746 |
75 |
23 |
$825 |
0.95% |
30.67% |
0.0025% |
0.26%
|
Liam 2 |
1877810 |
946588 |
9733 |
54 |
8 |
$185 |
1.03% |
14.81% |
0.0008% |
0.08%
|
Liam Right |
1877810 |
931221 |
9575 |
72 |
20 |
$705 |
1.03% |
27.78% |
0.0021% |
0.21%
|
Liam Left |
1876228 |
953465 |
9037 |
69 |
20 |
$500 |
0.95% |
28.99% |
0.0021% |
0.22%
|
Lilaroja 1 |
3744535 |
1861930 |
19904 |
105 |
44 |
$1,121 |
1.07% |
41.9% |
0.0024% |
0.22%
|
Lilaroja 2 |
3744535 |
1882510 |
20124 |
111 |
42 |
$1,318 |
1.07% |
37.84% |
0.0022% |
0.21%
|
Gomà |
822577 |
822577 |
7532 |
40 |
18 |
$665 |
0.92% |
45% |
0.0022% |
0.24%
|
Victoria |
3707146 |
3705631 |
39139 |
244 |
78 |
$2,419 |
1.06% |
31.97% |
0.0021% |
0.2%
|
Abbas |
824331 |
824331 |
7791 |
52 |
14 |
$465 |
0.95% |
26.92% |
0.0017% |
0.18%
|
Kartika |
833157 |
833157 |
7910 |
43 |
12 |
$420 |
0.95% |
27.91% |
0.0014% |
0.15%
|
Read the Update about this test
2030 - 2255 UTC
Banner
|
Banner Views Total
|
Banner Views
|
Landing Page Views
|
Donate Button Clicks
|
# of Donations
|
Total Donations (USD)
|
Banner Click Rate
|
Banner Donation Rate
|
Control |
571516 |
571516 |
4045 |
52 |
32 |
$1082 |
.71% |
.0056%
|
Kartika |
580444 |
580444 |
5532 |
38 |
12 |
$291 |
.95% |
.0021%
|
Lilaroja |
2438496 |
2438208 |
25413 |
169 |
58 |
$1408.5 |
1.04% |
.0024%
|
Gomà |
570610 |
570610 |
5183 |
30 |
8 |
$290 |
.91% |
.0014%
|
Abbas |
641480 |
641480 |
6335 |
80 |
8 |
$350 |
.99% |
.0012%
|
Victoria Quote |
2316207 |
783358 |
8095 |
63 |
22 |
$518.83 |
1.03% |
.0028%
|
Victoria 1 |
2316207 |
767875 |
7935 |
46 |
20 |
$426.03 |
1.03% |
.0026%
|
Victoria 2 |
2316207 |
764682 |
7902 |
52 |
19 |
$451.13 |
1.03% |
.0025%
|
Victoria Alternate Banner 1 |
2316306 |
774534 |
6793 |
61 |
10 |
$260 |
.88% |
.0013%
|
Victoria Alternate Banner 2 |
2316306 |
777270 |
6817 |
45 |
10 |
$235 |
.88% |
.0013%
|
Victoria Alternate Banner 3 |
2316306 |
764386 |
6704 |
62 |
9 |
$220 |
.88% |
.0012%
|
Sage |
522853 |
282098 |
1583 |
13 |
4 |
$125 |
.56% |
.0014%
|
Sage Quote |
522853 |
240754 |
1351 |
11 |
3 |
$220 |
.56% |
.0012%
|
0200 - 1755 UTC
Banner
|
Landing Page (LP)
|
Banner Views Total
|
Banner Views
|
LP Views
|
Donate Button Clicks
|
# of Donations
|
Total Donations (USD)
|
Banner Click Rate
|
Donations / Donate Button Clicks
|
Banner Donation Rate
|
# Donations / LP Views
|
# of Donations / LP Views
|
Control |
Funny Looks Control |
2048964 |
2048964 |
14541 |
161 |
86 |
$2,654.99 |
0.71% |
53.42% |
0.0042% |
0.59% |
0.59%
|
Victoria |
Worthwhile goal |
13553507 |
4479030 |
47862 |
321 |
121 |
$3,258 |
1.07% |
37.69% |
0.0027% |
0.25% |
0.25%
|
Victoria |
Worthwhile goal |
13553507 |
4502051 |
48108 |
301 |
120 |
$3,331 |
1.07% |
39.87% |
0.0027% |
0.25% |
0.25%
|
Victoria |
Wikipedia community |
13553507 |
4572425 |
48860 |
298 |
117 |
$5,979 |
1.07% |
39.26% |
0.0026% |
0.24% |
0.24%
|
Kartika |
13.3 million and zero |
2067651 |
2067547 |
19962 |
124 |
52 |
$1,513 |
0.97% |
41.94% |
0.0025% |
0.26% |
0.26%
|
Lilaroja |
A dollar, a love note |
13640618 |
13640524 |
146372 |
869 |
303 |
$9,088.92 |
1.07% |
34.87% |
0.0022% |
0.21% |
0.21%
|
Gomà |
Wasn't right enough |
2045059 |
2044948 |
18463 |
110 |
44 |
$1,325 |
0.09% |
0.40% |
0.0022% |
0.24% |
0.24%
|
Abbas |
Knowledge is power |
2081204 |
2081204 |
20163 |
95 |
34 |
$881 |
0.97% |
35.79% |
0.0016% |
0.17% |
0.17%
|
See the update about this test
Banner Test
Banner
|
Banner Views
|
Landing Page Views
|
Donation Button Clicks
|
# of Donations
|
Total Donations (USD)
|
Banner Click Rate
|
Banner Donation Rate
|
Amounts/Impression ($)
|
Control |
3157197 |
21145 |
292 |
166 |
$4834 |
.66% |
.005% |
$153.11
|
Kartika |
3267376 |
31946 |
236 |
107 |
$3624 |
.97% |
.003% |
$110.93
|
Gomà |
3224089 |
28938 |
206 |
99 |
$2924 |
.89% |
.003% |
$90.69
|
Lilaroja |
15245367 |
161229 |
1238 |
574 |
$17704 |
1.05% |
.003% |
$116.13
|
Abbas 1 |
5076712 |
52457 |
311 |
117 |
$4608 |
1.03% |
.002% |
$30.28
|
Abbas 2 |
5051356 |
52195 |
380 |
154 |
$4376 |
1.03% |
.003% |
$28.76
|
Abbas 3 |
5088035 |
52574 |
299 |
120 |
$3584 |
.01% |
.002% |
$23.55
|
Sage |
7559758 |
47438 |
419 |
163 |
$5316 |
.62% |
.002% |
$35.13
|
Sage Quote |
7572348 |
47517 |
467 |
181 |
$5006 |
.62% |
.002% |
$33.08
|
Landing Page Test
Landing Page
|
Donations/Donate button clicks (%)
|
# Donations/Landing Page Views
|
Total Donations/Landing Page Views
|
Amount/Donation ($)
|
Control |
56.8493 |
0.7851 |
22861.1965 |
$29.12
|
Kartika |
45.339 |
0.3349 |
11345.677 |
$33.87
|
Gomà |
48.0583 |
0.3421 |
10104.361 |
$29.54
|
Lilaroja |
46.3651 |
0.356 |
10980.754 |
$30.84
|
Abbas 1 |
37.6206 |
0.223 |
8784.3376 |
$39.38
|
Abbas 2 |
40.5263 |
0.295 |
8383.6191 |
$28.41
|
Abbas 3 |
40.1338 |
0.2282 |
6817.2861 |
$29.87
|
Sage |
38.9021 |
0.3436 |
11206.9016 |
$32.62
|
Sage Quote |
38.758 |
0.3809 |
10535.1768 |
$27.66
|
See the update from this test. The Control banner ran at 5%, and editor banners at 47.5%
Editor Banner Test
Banner
|
Banner Impressions
|
Donation Button Clicks
|
Total donations
|
Total donations (USD)
|
Banner Click Rate
|
Donations/Clicks
|
Control
|
14505
|
185
|
118
|
$3,542
|
0.72%
|
0.0059
|
Kartika
|
214769
|
1471
|
604
|
$18,775
|
1.17%
|
0.0033
|
Gomà
|
203608
|
1498
|
593
|
$17,683
|
1.11%
|
0.0032
|
Landing Page Test
Landing Page
|
Donations/Donate button clicks (%)
|
# Donations/Landing Page Views
|
Total Donations/Landing Page Views
|
Control |
63.7838 |
0.8135 |
24419.1658
|
Kartika |
41.0605 |
0.2812 |
8742.0158
|
Gomà |
39.5861 |
0.2912 |
8684.7324
|
Landing Page Test
- Kartika Landing Page Test
- Language Banner Test - Testing for 2 hours on language projects that requested it. First 2 letters of the banner name are the language code. Language banners displayed at 20% Jimmy at 80%. On some wikis small number of relative impressions and visits make rate inadequate.
with all data from today's test
Spreadsheet with all English data from todays test
Portuguese Wikipedia
edit
Spreadsheet with all Portuguese data from todays test
Click here for the full spreadsheet with all data from the French test
Click here for the full spreadsheet with all data from the Dutch tests
Click here for the full spreadsheet with all data from the Swedish test
Click here for the full spreadsheet with all data from the Italian tests
Click here for the full spreadsheet with all data from the French test
Spreadsheet with all data for todays test
Landing Page Description
|
Donation rate (per click)
|
Total donations (USD)
|
Total donations
|
Average donations (USD)
|
Suggested donations of $100,$50,$35,$20 and the classic letter from last year |
0.81% |
$7,100.05 |
198 |
$35.86
|
Suggested donations of $20,$35,$50,$100 (reversed)with the class letter from last year |
0.70% |
$5,963.59 |
170 |
$35.07
|
"Funny Looks" Jimmy letter with donation P.S. ask on the bottom (not on the top) |
0.92% |
$9,870.21 |
227 |
$43.48
|
Classic Jimmy letter from last year with no donation ask in the top line |
0.58% |
$6.010.00 |
142 |
$42.32
|
3rd version of Jimmy letter (starting with No ads. No profits. No agenda.) |
0.73% |
$7,942.80 |
177 |
$44.87
|
Classic Jimmy letter from last year with an a sentence asking for donations at the top AND a PS. asking at the bottom |
0.68% |
$7,640.80 |
165 |
$46.31
|
1 step form with the classic Jimmy letter from last year |
0.84% |
7,442.65 |
294 |
25.32
|
Only one banner was used: Banner 50, which ran at 70% and randomly sent the donor to 1 of the 7 landing pages.
|
Spreadsheet with all data for todays test
Landing Page Description
|
Donation rate (per click)
|
Total donations (USD)
|
Total donations
|
Average donations (USD)
|
Control: Suggested donations of $100,$50,$35,$20 with the same letter as last year |
0.82% |
$7,410.82 |
233 |
$31.81
|
Suggested donations of $20,$35,$50,$100 (reversed)with the same letter as last year |
0.85% |
$9,330.24 |
241 |
$38.71
|
Suggested donations of $100,$50,$35,$20 with Version 1 of alternate text (starting with For some...) |
0.80% |
$10,469.46 |
228 |
$45.92
|
Suggested donations of $20,$35,$50,$100 (reversed) with Version 1 of alternate text (starting with For some...) |
0.89% |
$9,427.07 |
251 |
$37.56
|
Suggested donations of $100,$50,$35,$20 with Version 2 of alternate text (starting with I started...) |
0.69% |
$7,155.54 |
193 |
$37.08
|
Suggested donations of $20,$35,$50,$100 (reversed) with Version 2 of alternate text (starting with I started... |
0.66% |
$7,049.43 |
190 |
$37.10
|
Only one banner was used: Banner 50, which ran at 60% and randomly sent the donor to 1 of the 6 landing pages.
|
Spreadsheet with all data for todays test (interesting!)
Landing Page Description
|
Donation rate (per click)
|
Total donations (USD)
|
Total donations
|
Average donations (USD)
|
Control: Jimmy header, Give a comment box and suggested donations of $250, $100, $75, $35 |
0.65% |
$9,262.46 |
278 |
$33.32
|
Jimmy header, Give a comment box and suggested donations of $100, $50, $35, $20 |
0.86% |
$9,966.81 |
369 |
$27.01
|
Just give a comment box and suggested donations of $100, $50, $35, $20 no Jimmy header |
0.89% |
$10,914.19 |
383 |
$28.50
|
Jimmy header, NO give a comment box and suggested donations of $100, $50, $35, $20 |
0.98% |
$11,822.82 |
423 |
$27.95
|
Only one banner was used: Banner 50, which ran at 60% and randomly sent the donor to 1 of the 4 landing pages.
|
Spread sheet with full test statistics
spreadsheet with full French statistics
- the French tests were run on the 12th of october. The Google spreadsheet does not seem to contain any data at that date. Anthere
Spreadsheet with full German statistics
Test nine: October 11th, 2010
edit
- Text only banners
- Full background image banners
- Jimmy head background only
Test seven: September 30th, 2010
edit
Detailed test discussion stat report
- Test seven Statistics Spreadsheet with full data (click '09-23 working' at bottom)
- Click through rate represents how many people who saw a given banner (an impression) clicked on it. It is calculated by dividing total banner clicks over total banner impressions.
Test six: September 23rd, 2010
edit
Detailed test discussion stat report
- Click through rate represents how many people who saw a given banner (an impression) clicked on it. It is calculated by dividing total banner clicks over total banner impressions.
- N/A is used for per landing page data because impression data is only useful for the banner as a whole (the TOTAL lines)
Test five: September 16th, 2010
edit
Detailed test discussion stat report
- Click through rate represents how many people who saw a given banner (an impression) clicked on it. It is calculated by dividing total banner clicks over total banner impressions.
Test four: September 9th 2010
edit
Detailed test history Full stat report Discuss this test
Banner text
|
% of total clicks
|
Be curious |
28%
|
Stay curious |
24%
|
Be curious. Be bold. |
23%
|
Who funds {{SITENAME}}? You do. |
9%
|
Think of a world without {{SITENAME}} Keep free knowledge alive. |
8%
|
Who funds {{SITENAME}}? You do. Donate today. |
5%
|
Wikipedia is the world's greatest repository of knowledge. [Donation needed] |
4%
|
Test three: September 2nd 2010
edit
Detailed test history Full stat report Discuss this test
Banner text
|
% of total clicks
|
Stay curious |
60%
|
Free, Innovative, Non-profit. This is Wikipedia. |
14%
|
The 7th most visited website in the world might be the most important. Donate today. |
11%
|
"If you make one gift this year, make it the gift of knowledge." -- Nelson Mandela |
8%
|
Wikipedia: Supported by readers like you. |
7%
|
Test two: August 26th 2010
edit
Detailed test history Full stat report Discuss this test
Banner text
|
% of total clicks
|
Help us change the world / Support Free Knowledge |
57%
|
Help us change the world / Donate today to support free knowledge |
43%
|
Test one: August 19th 2010
edit
Detailed test history Full stat report Discuss this test
Banner text
|
% of total clicks
|
One entry became 33 million. One language became 270. Help protect what we’ve created. |
69%
|
Wikipedia: Edited by volunteers, supported by readers like you. |
31%
|
Wikimedia fundraisers rely on short banner messages running at the top of project pages. We're looking for messages that catch the attention of readers, and motivate them to click through and donate. The better our banners, the more efficient our fundraising.
Contribute your own banner idea on the Messages page!
If you want to geek out on the detailed test results click here, check out the in-depth results tables, and join the conversation.
|