Multivariate Testing: final call to action #141
Comments
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I threw together a quick sketch to share with the rest of the team to help explain the proposed change. I'll check with @beckylettenberger to see if we want to check in with the team today or wait until @TylerFisher has a version of this on a branch to review. |
Care Question language exploration(Note: Attempting to write lots of bad ones so good ones pop out more easily) Did you like this story? << (control) Do you like this story? Does this story trouble you? Was this story helpful? Will you remember ebola? How do you like this story? Were you aware of this story? Note: The term story was used in the previous experiment. Piece or essay could be used as well. YES NO |
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"Did this story make you care?" is really what we want to uncover with this question (which is an awkward question to ask explicitly. The question then needs to be a proxy but as close as possible to that sentiment while in keeping with the tone of the specific story we are testing with (i.e.: more sober and serious for this one). I reviewed the above list with Brian, these are the current contenders for what to test (not final wording):
Refinement options:
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I vote for these variations:
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I think I'd rather say "Does this story make you care about the people of Barkedu?", since this story really is just about Barkedu and hardly about Liberia as a whole. |
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Wes just suggested something that I think is even stronger, to align with this particular kind of storytelling and encourage support for this type of storytelling in particular. "Does this kind of reporting matter to you?" (language can be further tweaked) Thoughts? |
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I like that. |
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Alright, last pass, confirming our test options:
(Now that we've mulled over this, I specially like the term matter because you CARE about things that MATTER; care is what you do (personal), matter is an attribute of the thing you care about that makes it worth it) |
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@brianboyer Here's the proposed language and design of screen if a user selects the 'yes' button. Thoughts?
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@brianboyer just pushed to stage. here's the latest. @livlab is working on alternate labels for 'get involved'
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I think the "get involved" label is a great way to unify the Our Coverage sentence and the main action. While the label itself seems not 100% to me, I can't think of something better. Increased font size on Our coverage I think really helped. If there are any other changes, it might be making the Get Involved header smaller than the Care Question. I know it's not really the right hierarchy for a title, but it's be more like a tag. just something to consider, otherwise, I think this approach is right for the test. |
Recap Recipes
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Purpose
Based on lessons learned from nprapps/lookatthis#717, we know that asking users a "care question", leads to greater conversion of the subsequent call to action. For this story, we will explore nuances in language used in asking the question (with support public radio action).
Recipes
Paths
Final screen > Support Public Radio
Final screen > Yes > Support Public Radio
Final screen > No > Feedback Email
Traffic
Note: eliminate share options as well as "next story" image from this piece.
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