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Fundraising 2011/Test Updates/September/16

< Fundraising 2011 | Test Updates

September 16, 2011

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Isaac Appeal Test

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Another Wikipedian has joined in the fundraising appeal testing. Isaac Kosgei from Kenya shared his message with readers in our latest test. Isaac’s appeal went up against Jimmy’s founder appeal

 
Isaac Banner
 
Jimmy Banner


Results

While Isaac and Jimmy had similar click through rates, once again Jimmy's appeal has come out ahead in donation rate – for both number of donation and total amount raised.

We’re revisiting Isaac’s interview transcription to work on alternate versions of his appeal to draft.

title impressions views donations amount amount50 click_rate don_per_imp amt_per_imp amt50_per_imp don_per_view amt_per_view amt50_per_view avg_donation avg_donation50
Jimmy 515311 8072 102 1932.67 1741.60 0.01566433 0.000198 0.0037504920 0.0033797060 0.0126 0.239429 0.215758 18.947745 17.074510
Isaac 1 514529 7657 35 840.60 739.14 0.01488157 0.000068 0.0016337270 0.0014365370 0.0046 0.109782 0.096531 24.017143 21.118286
Isaac 2 515395 7534 33 685.64 638.59 0.01461790 0.000064 0.0013303179 0.0012390285 0.0044 0.091006 0.084761 20.776970 19.351212
  • Note, Isaac's numbers were split between two banners. For the total traffic, Jimmy ran at 50% and each Isaac banner ran at 25%.

Full report: Media:C_0916_JMvIS_EN.pdf

Looking for more appeals

We’re still on the look out for more Wikimedia community members from all corners of the world to share their story and motivate readers to donate. If you’re game, please send a message to wikistory@wikimedia.org.

Thank you to everyone who has participated so far. It has been incredibly motivating to read the words of so many passionate Wikipedians. Can’t wait to read more!

Thanks Mhernandez 03:43, 17 September 2011 (UTC)[reply]

Form Design Test

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Green form, low "Where your donation goes" box
 
White form, low "Where your donation goes" box

Our donation form design testing continued with three brand new forms. These three forms tested new drop down features designed to make the donation process smoother for readers.

Donation forms

Elements Tested

  • Location of “Where your donation goes” box.
  • Color of donation form (green vs. white).
  • New drop-down steps.

Results

  • There was no significant difference between the color of the form or location of the "Where your donation goes" box.

We tested one of the new landing pages against our 2010 donation form and did not see a significant difference in performance. The main difference between the new forms and the 2010 form that we are using as a control in our donation page testing, is where donors enter their personal information (name, address, and email) and credit card number. In the 2010 form, users first select a donation amount and are then taken to a second step page to fill in their payment information. In the new forms, the process takes place on the same page, with form fields that drop down as donors move through the process.

The fundraising team is working on a few different designs with completely new form behavior to test in the next few weeks. Updates to come!

Mhernandez 20:54, 20 September 2011 (UTC)[reply]

New forms test

title impressions views donations amount amount50 don_per_view amt_per_view amt50_per_view avg_donation avg_donation50 click_rate
White form, low box 1070201 22944 425 9234.67 7634.67 0.0185 0.402487 0.332752 21.728635 17.963929 0.0214
Green form, low box 1066236 22859 419 9704.00 7754.00 0.0183 0.424516 0.339210 23.159905 18.505967 0.0214
Green form, high box 1062738 22784 416 9446.23 7646.23 0.0183 0.414599 0.335596 22.707284 18.380361 0.0214

Report: Media:C 0916 Webitects US.pdf

White form vs Control

title impressions views donations amount amount50 click_rate don_per_imp amt_per_imp amt50_per_imp don_per_view amt_per_view amt50_per_view avg_donation avg_donation50
White form, low box 845788 16878 262 5798.00 4948.00 0.01995535 0.000310 0.0068551415 0.0058501624 0.0155 0.343524 0.293163 22.129771 18.885496
2010 Control 901214 16426 255 6877.00 5177.00 0.01822652 0.000283 0.0076308157 0.0057444722 0.0155 0.418666 0.315171 26.968627 20.301961

Report: Media:C_0916_WebitectsvControl2_US.pdf

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