With the Content Comparison part, you can compare the effectiveness of different appeals to your website users. For example, you can create multiple Formatted Text and Images parts to promote an event or to solicit donations. On the Content Comparison part, you add up to six of these parts and select a target page, such as a page with an event registration form or donation form. After you place the Content Comparison part on a page, it randomly displays the Formatted Text and Images parts to website users and tracks the click-through rate to the target page. After a user views the comparison, the program associates the user with a particular Formatted Text and Images part so that each user only sees one part in the comparison. To track users, the Content Comparison part uses the login information or cookies that identify the user’s computer.
The Formatted Text and Images parts in the comparison must include links to the target page because the comparison measures their effectiveness by the click-through rate to the target page. The comparison also measures the conversion rate if the target page includes a donation form, membership form, event registration form, payment part, survey part, or user login. For example, if the target page includes an event registration form, the comparison tracks how many users register for the event. If the target page includes a donation form, the comparison also tracks the amount donated.
The Content Comparison part tracks the performance of Formatted Text and Images parts until it achieves statistical significance. The number of Formatted Text and Images parts in the comparison determines the default threshold to reach statistical significance, but you can also select your own threshold. Comparison statistics are not calculated in real time but are updated nightly. After the comparison reaches statistical significance, the Content Comparison part ends the comparison and displays only the most effective Text and Formatted Images part. If you decide to use a different Text and Formatted Images part, you can override this selection.