Fundraising/Chapters/WMFR/2012 tests

Wikimedia France fundraising tests.

All times in UTC unless specified otherwise.

Test 1: Thursday 18th October[edit]

Start: 10/18/2012 7:21:00
End: 10/18/2012 10:21:00
Campaign: C12_WMFR_Jimmytest_FR

Banner	Landing page	Banner impressions	Landing page views	donation form	click-through-rate	donations	amount	average	conversion rates
B12_FRTest1_FR	Wikimedia France site (id=5)	4600	-	-	-	4	30 €	7.50 €	-
B12_FRTest1B_FR	France page on donate wiki	4100	-	84	2.05%	5	140 €	28.00 €	5.95%

This was a simple test to get used to the system and check everything was working. Two identical Jimmy appeal banners were used, with one linking straight to a donation page on Wikimedia France's site, and one linking to a page on donate.wikimedia.org. Banners were displayed to logged-in users only, which resulted in very low traffic and no significant results.

Test 2: Wednesday 24th October[edit]

Start: 10/24/2012 11:00:00
End: 10/24/2012 16:00:00
Campaign: C12_WMFR_Test2_FR

Banner	Landing page	Banner impressions	Landing page views	donation form	click-through-rate	donations	amount	average	conversion rates
B12_WMFRTEST2_FR	Wikimedia France site (id=7)	1182600	?	13051	1.10%	33	1190 €	36.06 €	0.25%
B12_WMFRTEST2B_FR	France page on wikimediafoundation.org	1189700	13345	93	1.12%	42	845 €	20.12 €	0.31%

For this test we used a similar setup, but with the intermediate page on wikimediafoundation.org so that Wikimedia France staff could edit it themselves. There was also some minor cleanup of code and updating of links on this page.

Anonymous users were also targeted in this test. Unfortunately the load from this proved too much for the Wikimedia France server which crashed, and the test had to be abandoned after approximately 2½ hours. The chapter are now working on improving the capacity of their server.

Test 3: Wednesday 31st October[edit]

Start: 10/31/2012 11:30:00
End: 10/31/2012 17:30:00
Campaign: C12_WMFR_Test3_FR

Banner	Landing page	Banner impressions	Landing page views	donation form	click-through-rate	donations	amount	average	conversion rates
B12_WMFRTEST3_FR	10	1518800	?	16201	1.07%	90	3490 €	38.78 €	0.56%
B12_WMFRTEST3B_FR	L12_1031_France_Jimmy/FR, 9	1509700	21847	389	1.45%	113	2960 €	26.19 €	0.52%
-	2	-	-	-	-	19	910 €	47.89 €	0.40%

It was our last test to compare two identical Jimmy appeal banners. (one linking straight to a donation page on Wikimedia France's site, and the other one to a page on donate.wikimedia.org.) Banners were displayed to logged-in and anonymous users. Even with a lower average, the straight link is better than the landing page link. More donations and amounts. (Probably because donors have one click less to go on the donation form) So we will probably use only straight link for the 2012 campaign.

Test 4: Thursday 8th November[edit]

Start: 11/8/2012 19:45:00
End: 11/8/2012 20:45:00
Campaign: C12_WMFR_TestEnvoyéSpécial

Banner	Banner impressions	Landing page views	donation form	click-through-rate	donations	amount	average	conversion rates
B12_WMFR_JIMMY_ES_FR	11	403800	-	-	8	215	-	-
B12_WMFR_BLUEFACT_ES_FR	12	415700	-	-	5	135	-	-
-	Soutenez la connaissance	-	-	-	-	-	-	-

Following a major payment issue, we have to stop the test very quicky.

Test 5: Monday 12th November[edit]

Start: 12/11/2012 09:00:00 utc
End: 12/11/2012 17:00:00 utc
Campaign: C12_WMFR_Test4_FR

Banner	Banner impressions	Landing page views	donation form	click-through-rate	donations	amount	average	conversion rates
B12_WMFR_JIMMY1_FR	20	2814100	20610	0.73%	140	4325 €	30.89 €	0.68%
B12_WMFR_BLUEFACT1_FR	19	2750700	9621	0.34%	304	8049 €	26.48 €	3.28%
-	Soutenez la connaissance	-	-	-	92	2910 €	31.63 €	-

Tuesday 13th November[edit]

Start: 13/11/2012 09:00:00 utc
End: 13/11/2012 23:00:00 utc
Campaign: C12_WMFR_Fact1_FR

Banner	Banner impressions	Landing page views	donation form	click-through-rate	donations	amount	average	conversion rates
B12_WMFR_BLUEFACT2_FR	21	6092900	20275	0.33%	456	12561 €	27.55 €	2.25%
B12_WMFR_BLUEFACT2B_FR	22	6087400	17909	0.29%	513	14376 €	28.02 €	2.86%
-	Soutenez la connaissance	-	-	-	196	5863 €	29.91 €	-

Wednesday 14th November[edit]

Start: 13/11/2012 23:10:00 utc
End: 14/11/2012 23:00:00 utc
Campaign: C12_WMFR_14112012_FR

Banner	Banner impressions	Landing page views	donation form	click-through-rate	donations	amount	average	conversion rates
B12_WMFR_BLUEFACT3_FR	30	10865600	37576	0.35%	814	23488 €	28.86 €	2.17%
-	Soutenez la connaissance	-	1628	-	199	6595 €	33.14 €	12.22%

Thursday 15th November[edit]

Start: 14/11/2012 23:00:00 utc
End: 15/11/2012 14:00:00 utc
Campaign: C12_WMFR_15112012_FR

Banner	Banner impressions	Landing page views	donation form	click-through-rate	donations	amount	average	conversion rates
B12_WMFR_JIMMY2_FR	32	2677900	-	-	188	6037 €	32.11 €	- %
B12_WMFR_BLUEFACT4_FR	31	2630500	-	-	137	4320 €	31.53 €	- %
-	Soutenez la connaissance	-	-	-	51	1900 €	37.25 €	-

Start: 15/11/2012 14:00:00 utc
End: 15/11/2012 23:00:00 utc
Campaign: C12_WMFR_16112012_FR

Banner	Banner impressions	Landing page views	donation form	click-through-rate	donations	amount	average	conversion rates
B12_WMFR_JIMMY3_FR	33	7734300	26800	0.35%	411	12179 €	29.63 €	1.53%
-	Soutenez la connaissance	-	-	-	33	900 €	27.27 €	-%

Friday 16th November[edit]

Start: 15/11/2012 23:00:00 utc
End: 19/11/2012 23:00:00 utc
Campaign: C12_WMFR_16112012BIS_FR

Banner	Banner impressions	Landing page views	donation form	click-through-rate	donations	amount	average	conversion rates
B12_WMFR_JIMMY4_FR	34	12015200	3712	0.03%	663	18017 €	27.17 €	17.86%
-	Soutenez la connaissance	-	628	-	53	1710 €	32.26 €	8.44%

Saturday 17th November[edit]

Start: 15/11/2012 23:00:00 utc
End: 19/11/2012 23:00:00 utc
Campaign: C12_WMFR_16112012BIS_FR

Banner	Banner impressions	Landing page views	donation form	click-through-rate	donations	amount	average	conversion rates
B12_WMFR_JIMMY4_FR	34	12121500	3513	0.03%	630	19142 €	30.38 €	17.93%
-	Soutenez la connaissance	-	560	-	52	1730 €	33.27 €	9.29%

Sunday 18th November[edit]

Start: 15/11/2012 23:00:00 utc
End: 19/11/2012 23:00:00 utc
Campaign: C12_WMFR_16112012BIS_FR

Banner	Banner impressions	Landing page views	donation form	click-through-rate	donations	amount	average	conversion rates
B12_WMFR_JIMMY4_FR	34	15578700	4265	0.03%	703	18762 €	26.69 €	16.48%
-	Soutenez la connaissance	-	660	-	49	1592 €	32.49 €	7.42%

Monday 19th November[edit]

Start: 15/11/2012 23:00:00 utc
End: 19/11/2012 23:00:00 utc
Campaign: C12_WMFR_16112012BIS_FR

Banner	Banner impressions	Landing page views	donation form	click-through-rate	donations	amount	average	conversion rates
B12_WMFR_JIMMY4_FR	34	13831700	3341	0.02%	528	13842 €	26.22 €	15.80%
-	Soutenez la connaissance	-	551	-	38	1260 €	33.16 €	6.90%

Tuesday 20th November[edit]

Start: 19/11/2012 23:01:00 utc
End: 27/11/2012 23:00:00 utc
Campaign: C12_WMFR_20112012_FR

Banner	Banner impressions	Landing page views	donation form	click-through-rate	donations	amount	average	conversion rates
B12_WMFR_JIMMY5_FR	35	13513800	4321	0.032%	750	18524 €	24.70 €	17.36%
-	Soutenez la connaissance	-	618	-	53	1828 €	34.49 €	8.58%

Wednesday 21th November[edit]

Start: 19/11/2012 23:00:00 utc
End: 27/11/2012 23:00:00 utc
Campaign: C12_WMFR_16112012BIS_FR

Banner	Banner impressions	Landing page views	donation form	click-through-rate	donations	amount	average	conversion rates
B12_WMFR_JIMMY5_FR	35	14171100	4121	0.029%	733	19313 €	26.35 €	17.79%
-	Soutenez la connaissance	-	654	-	31	1580 €	50.97 €	4.74%

Thursday 22th November[edit]

Start: 19/11/2012 23:00:00 utc
End: 27/11/2012 23:00:00 utc
Campaign: C12_WMFR_16112012BIS_FR

Banner	Banner impressions	Landing page views	donation form	click-through-rate	donations	amount	average	conversion rates
B12_WMFR_JIMMY5_FR	35	13186600	7736	0.02%8	474	12095 €	25.52 €	12.89%
-	Soutenez la connaissance	-	595	-	32	1581 €	49.41 €	5.38%

Friday 23th November[edit]

Start: 19/11/2012 23:00:00 utc
End: 27/11/2012 23:00:00 utc
Campaign: C12_WMFR_16112012BIS_FR

Banner	Banner impressions	Landing page views	donation form	click-through-rate	donations	amount	average	conversion rates
B12_WMFR_JIMMY5_FR	35	12049900	2671	0.022%	277	8990 €	32.45 €	10.37%
-	Soutenez la connaissance	-	485	-	13	400 €	30.77 €	2.68%

Saturday 24th November[edit]

Start: 19/11/2012 23:00:00 utc
End: 27/11/2012 23:00:00 utc
Campaign: C12_WMFR_16112012BIS_FR

Banner	Banner impressions	Landing page views	donation form	click-through-rate	donations	amount	average	conversion rates
B12_WMFR_JIMMY5_FR	35	12278000	2491	0.020%	308	10305 €	33.46 €	12.36%
-	Soutenez la connaissance	-	499	-	31	965 €	31.13 €	6.21%

Sunday 25th November[edit]

Start: 19/11/2012 23:00:00 utc
End: 27/11/2012 23:00:00 utc
Campaign: C12_WMFR_16112012BIS_FR

Banner	Banner impressions	Landing page views	donation form	click-through-rate	donations	amount	average	conversion rates
B12_WMFR_JIMMY5_FR	35	14758600	2941	0.020%	355	13925 €	39.23 €	12.07%
-	Soutenez la connaissance	-	478	-	21	745 €	35.48 €	4.39%

Monday 26th November[edit]

Start: 19/11/2012 23:00:00 utc
End: 27/11/2012 23:00:00 utc
Campaign: C12_WMFR_16112012BIS_FR

Banner	Banner impressions	Landing page views	donation form	click-through-rate	donations	amount	average	conversion rates
B12_WMFR_JIMMY5_FR	35	14336200	3498	0.024%	320	9255 €	29.92 €	9.15%
-	Soutenez la connaissance	-	621	-	31	1020 €	32.90 €	4.99%

Tuesday 27th November[edit]

Start: 19/11/2012 23:00:00 utc
End: 27/11/2012 23:00:00 utc
Campaign: C12_WMFR_16112012BIS_FR

Banner	Banner impressions	Landing page views	donation form	click-through-rate	donations	amount	average	conversion rates
B12_WMFR_JIMMY5_FR	35	11997400	2595	0.022%	279	7850 €	28.14 €	10.75%
-	Soutenez la connaissance	-	975	-	52	2180 €	41.92 €	5.33%

Wednesday 28th November[edit]

Start: 27/11/2012 23:00:00 utc
End: 31/12/2012 23:00:00 utc
Campaign: C12_WMFR_28112012_FR

Banner	Banner impressions	Landing page views	donation form	click-through-rate	donations	amount	average	conversion rates
B12_WMFR_JIMMY6_FR	37	14364200	5783	0.04%	518	13067 €	26.27 €	8.96%
-	Soutenez la connaissance	-	971	-	49	1995 €	40.71 €	5.05%

The new yellow sticky banner is on and doing well. We came back to the 2011's daily amount !

Thursday 29th November[edit]

Start: 27/11/2012 23:00:00 utc
End: 04/12/2012 09:00:00 utc
Campaign: C12_WMFR_28112012_FR

Banner	Banner impressions	Landing page views	donation form	click-through-rate	donations	amount	average	conversion rates
B12_WMFR_JIMMY6_FR	37	12306200	6813	0.055%	640	17705 €	27.66 €	9.39%
-	Soutenez la connaissance	-	737	-	42	1769 €	42.12 €	5.70%

Friday 30th November[edit]

Start: 27/11/2012 23:00:00 utc
End: 04/12/2012 09:00:00 utc
Campaign: C12_WMFR_28112012_FR

Banner	Banner impressions	Landing page views	donation form	click-through-rate	donations	amount	average	conversion rates
B12_WMFR_JIMMY6_FR	37	10738600	4953	0.046%	528	14308 €	27.10 €	10.66%
-	Soutenez la connaissance	-	562	-	42	1370 €	32.62 €	7.47%

Saturday 1st December[edit]

Start: 27/11/2012 23:00:00 utc
End: 04/12/2012 09:00:00 utc
Campaign: C12_WMFR_28112012_FR

Banner	Banner impressions	Landing page views	donation form	click-through-rate	donations	amount	average	conversion rates
B12_WMFR_JIMMY6_FR	37	102430000	4566	0.045%	552	15406 €	27.91 €	12.09%
-	Soutenez la connaissance	-	490	-	33	1792 €	54.30 €	6.73%

Sunday 2nd December[edit]

Start: 27/11/2012 23:00:00 utc
End: 04/12/2012 09:00:00 utc
Campaign: C12_WMFR_28112012_FR

Banner	Banner impressions	Landing page views	donation form	click-through-rate	donations	amount	average	conversion rates
B12_WMFR_JIMMY6_FR	37	12918000	5672	0.044%	619	18415 €	29.75 €	10.91%
-	Soutenez la connaissance	-	679	-	49	1366 €	27.88 €	7.22%

Monday 3rd December[edit]

Start: 27/11/2012 23:00:00 utc
End: 04/12/2012 09:00:00 utc
Campaign: C12_WMFR_28112012_FR

Banner	Banner impressions	Landing page views	donation form	click-through-rate	donations	amount	average	conversion rates
B12_WMFR_JIMMY6_FR	37	12553800	4984	0.040%	457	12270 €	26.85 €	9.17%
-	Soutenez la connaissance	-	584	-	41	2720 €	66.34 €	7.02%

Tuesday 4th December[edit]

Start: 27/11/2012 23:00:00 utc
End: 04/12/2012 09:00:00 utc
Campaign: C12_WMFR_28112012_FR

Banner	Banner impressions	Landing page views	donation form	click-through-rate	donations	amount	average	conversion rates
B12_WMFR_JIMMY6_FR	37	1422100	683	0.048%	90	2520 €	28.00 €	13.18%

Start: 04/12/2012 09:00:00 utc
End: 04/12/2012 10:00:00 utc
Campaign: C12_WMFR_sizetext_FR

Banner	Banner impressions	Landing page views	donation form	click-through-rate	donations	amount	average	conversion rates
B12_WMFR_JIMMY7_FR	38	299800	540	0.18%	138	3635 €	26.34 €	25.56%
B12_WMFR_JIMMY8_FR	39	299500	137	0.046%	10	260 €	26.00 €	7.30%

Start: 04/12/2012 10:00:00 utc
End: 04/12/2012 23:00:00 utc
Campaign: C12_WMFR_04122012_FR

Banner	Banner impressions	Landing page views	donation form	click-through-rate	donations	amount	average	conversion rates
B12_WMFR_JIMMY9_FR	40	8657300	11850	0.137%	2311	54077 €	23.40 €	19.50%
-	Soutenez la connaissance	-	1132	-	119	3271 €	27.49 €	10.51%