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Fundraising/Chapters/WMDE 2014

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This page is for discussion and informational purposes about fundraising tests from Wikimedia Germany. Discussion should occur on the discussion page. If you want to leave a note in German, the German portal site might be a better place.



Along with the detailed test results we have posted accompanying explanations and interpretations of the tests during the last fundraising campaigns. This took always some effort in a time where the fundraising team was all too busy with the campaign in itself. That's why we change our work flow this year. For now we will post only test results in bare numbers. Still, the banners tested are linked so that one can check and see, what we've tested with what result. By this we provide immediate transparency and insight to our campaign testing. After the annual fundraiser we will get to profound analysis and than post explanations and evaluations of the tests in full length.


Tests on de.wikipedia.org

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Test 1:

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Thursday, 18/09/2014 - Monday, 22/09/2014

Banner Landing
Page 		Impressions Visitors
LP 		Donations Sum Average LP-
Visitor/
Imp 		Donation/
Imp 		Donation/
LP-Visitor 		Amount/
Imp 		% Women
ctrl L10h16 705900 2342 1348 26117.10 19.37 0.003318 0.0019096 0.57558 0.0369983 15.33
B14_WMDE_140918_switch L10h16 756000 1924 1123 21625.50 19.26 0.002545 0.0014854 0.58368 0.0286052 16.23

statistical significance donation/impression: p=0.0000

Test 2:

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Thursday, 25/09/2014 - Tuesday, 30/09/2014

Banner Landing
Page 		Impressions Visitors
LP 		Donations Sum Average LP-
Visitor/
Imp 		Donation/
Imp 		Donation/
LP-Visitor 		Amount/
Imp 		% Women
ctrl L10h16 830600 2232 1416 26512.80 18.72 0.002687 0.0017048 0.63441 0.0319201 21.04
B14_WMDE_140925_altamounts L10h16 830500 2388 1468 27079.86 18.45 0.002875 0.0017676 0.61474 0.0326067 19.00

statistical significance donation/impression: p=0.3309

Test 3:

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Thursday, 02/10/2014 - Tuesday, 07/10/2014

Banner Landing
Page 		Impressions Visitors
LP 		Donations Sum Average LP-
Visitor/
Imp 		Donation/
Imp 		Donation/
LP-Visitor 		Amount/
Imp 		% Women
ctrl L10h16 879500 2369 1560 29467.01 18.89 0.002694 0.0017737 0.65851 0.0335043 18.63
B14_WMDE_141002_alttext L10h16 896900 2573 1716 33416.05 19.47 0.002869 0.0019133 0.66693 0.0372573 20.52

statistical significance donation/impression: p=0.0302

Test 4:

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Thursday, 09/10/2014 - Tuesday, 14/10/2014

Banner Landing
Page 		Impressions Visitors
LP 		Donations Sum Average LP-
Visitor/
Imp 		Donation/
Imp 		Donation/
LP-Visitor 		Amount/
Imp 		% Women
ctrl L10h16 921800 2426 1544 26734.74 17.32 0.002632 0.0016750 0.63644 0.0290028 23.46
B14WMDE_141009_germany L10h16 922200 2642 1710 32843.78 19.21 0.002865 0.0018543 0.64724 0.0356146 18.07

statistical significance donation/impression: p=0.0037

Test 5:

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Thursday, 16/10/2014 - Tuesday, 21/10/2014

Banner Landing
Page 		Impressions Visitors
LP 		Donations Sum Average LP-
Visitor/
Imp 		Donation/
Imp 		Donation/
LP-Visitor 		Amount/
Imp 		% Women
ctrl L10h16 115500 2300 1425 25318.05 17.77 0.019913 0.0123377 0.61957 0.2192039 23.30
B14WMDE_141016_nolist L10h16 114200 2311 1451 27544.05 18.98 0.020236 0.0127058 0.62787 0.2411913 19.61

statistical significance donation/impression: p=0.4276

Test 6:

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Tuesday, 28/10/2014 - Friday, 31/10/2014

Banner Landing
Page 		Impressions Visitors
LP 		Donations Sum Average LP-
Visitor/
Imp 		Donation/
Imp 		Donation/
LP-Visitor 		Amount/
Imp 		% Women
ctrl L10h16 786200 1371 1037 19834.50 19.13 0.001744 0.0013190 0.75638 0.0252283 20.41
B14WMDE_141022_no20 L10h16 771000 1341 930 20013.58 21.52 0.001739 0.0012062 0.69351 0.0259580 19.37

statistical significance donation/impression: p=0.0476

Test 7:

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Monday, 03/11/2014 - Friday, 07/11/2014

Banner Landing
Page 		Impressions Visitors
LP 		Donations Sum Average LP-
Visitor/
Imp 		Donation/
Imp 		Donation/
LP-Visitor 		Amount/
Imp 		% Women
ctrl L10h16 989700 1798 1268 24021.03 18.94 0.001817 0.0012812 0.70523 0.0242710 22.04
B14WMDE_141103_livehl L10h16 1011600 2045 1425 26280.16 18.44 0.002022 0.0014087 0.69682 0.0259788 21.34

statistical significance donation/impression: p=0.0139

Test 9:

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Monday, 10/11/2014

Banner Landing
Page 		Impressions Visitors
LP 		Donations Sum Average LP-
Visitor/
Imp 		Donation/
Imp 		Donation/
LP-Visitor 		Amount/
Imp 		% Women
ctrl L10h16 5130100 4693 3617 68238.51 18.87 0.000915 0.0007051 0.77072 0.0133016 22.02
B14WMDE_141110_today L10h16 5127500 5169 4145 80970.64 19.53 0.001008 0.0008084 0.80190 0.0157914 22.19

statistical significance donation/impression: p=0.000

Test 10:

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Tuesday, 11/11/2014 - Thursday, 13/11/2014

Banner Landing
Page 		Impressions Visitors
LP 		Donations Sum Average LP-
Visitor/
Imp 		Donation/
Imp 		Donation/
LP-Visitor 		Amount/
Imp 		% Women
ctrl L10h16 14107700 9759 7131 137298.94 19.25 0.000692 0.0005055 0.73071 0.0097322 24.63
B14WMDE_141111_thisweek L10h16 14237400 10414 7924 156863.21 19.80 0.000731 0.0005566 0.76090 0.0110177 26.24

statistical significance donation/impression: p=0.000

Test 11:

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Thursday, 13/11/2014 - Friday, 14/11/2014

Banner Landing
Page 		Impressions Visitors
LP 		Donations Sum Average LP-
Visitor/
Imp 		Donation/
Imp 		Donation/
LP-Visitor 		Amount/
Imp 		% Women
ctrl L10h16 10503200 5768 4302 84209.12 19.57 0.000549 0.0004096 0.74584 0.0080175 24.00
B14WMDE_141113_pbar L10h16 10452800 7303 5666 127401.74 22.49 0.000699 0.0005421 0.77585 0.0121883 23.65

statistical significance donation/impression: p=0.000

Test 12:

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Friday, 14/11/2014 - Saturday, 15/11/2014

Banner Landing
Page 		Impressions Visitors
LP 		Donations Sum Average LP-
Visitor/
Imp 		Donation/
Imp 		Donation/
LP-Visitor 		Amount/
Imp 		% Women
ctrl L10h16 7603600 5590 4894 96458.56 19.71 0.000735 0.0006436 0.87549 0.0126859 21.29
B14WMDE_141114_counters L10h16 7675700 5049 4297 83617.18 19.46 0.000658 0.0005598 0.85106 0.0108938 21.59

statistical significance donation/impression: p=0.000

Test 13:

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Monday, 17/11/2014

Banner Landing
Page 		Impressions Visitors
LP 		Donations Sum Average LP-
Visitor/
Imp 		Donation/
Imp 		Donation/
LP-Visitor 		Amount/
Imp 		% Women
ctrl L10h16 2850100 1570 1162 23111.55 19.89 0.000551 0.0004077 0.74013 0.0081090 25.86
B14WMDE_141117_weekly L10h16 2905600 1308 874 17723.00 20.28 0.000450 0.0003008 0.66820 0.0060996 25.87

statistical significance donation/impression: p=0.000

Test 14:

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Tuesday, 18/11/2014 - Thursday, 20/11/2014

Banner Landing
Page 		Impressions Visitors
LP 		Donations Sum Average LP-
Visitor/
Imp 		Donation/
Imp 		Donation/
LP-Visitor 		Amount/
Imp 		% Women
ctrl L10h16 12277300 5881 4362 91396.14 20.95 0.000479 0.0003553 0.74171 0.0074443 24.45
B14WMDE_141118_tooltip L10h16 12292600 5738 4345 90313.46 20.79 0.000467 0.0003535 0.75723 0.0073470 25.04

statistical significance donation/impression: p=0.8101

Test 15:

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Thursday, 20/11/2014 - Friday, 21/11/2014

Banner Landing
Page 		Impressions Visitors
LP 		Donations Sum Average LP-
Visitor/
Imp 		Donation/
Imp 		Donation/
LP-Visitor 		Amount/
Imp 		% Women
ctrl L10h16 10370200 4692 3373 71687.86 21.25 0.000452 0.0003253 0.71888 0.0069129 25.56
B14WMDE_141120_pbar_donors L10h16 10456300 4731 3412 70395.76 20.63 0.000452 0.0003263 0.72120 0.0067324 23.77

statistical significance donation/impression: p=0.8942

Test 16:

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Sunday, 23/11/2014

Banner Landing
Page 		Impressions Visitors
LP 		Donations Sum Average LP-
Visitor/
Imp 		Donation/
Imp 		Donation/
LP-Visitor 		Amount/
Imp 		% Women
ctrl L10h16 6866600 2743 2371 48798.99 20.58 0.000399 0.0003453 0.86438 0.0071067 22.59
B14WMDE_141123_sunday L10h16 6830000 2888 2456 49051.60 19.97 0.000423 0.0003596 0.85042 0.0071818 21.96

statistical significance donation/impression: p=0.1587

Test 17:

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Friday, 21/11/2014 - Saturday, 22/11/2014

Banner Landing
Page 		Impressions Visitors
LP 		Donations Sum Average LP-
Visitor/
Imp 		Donation/
Imp 		Donation/
LP-Visitor 		Amount/
Imp 		% Women
ctrl L10h16 5226700 2518 2185 44255.25 20.25 0.000482 0.0004180 0.86775 0.0084671 22.25
B14WMDE_141121_weekly L10h16 5273500 2213 1911 36684.27 19.20 0.000420 0.0003624 0.86353 0.0069563 23.02

statistical significance donation/impression: p=0.0000

Test 18:

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Monday, 24/11/2014 - Tuesday, 25/11/2014

Banner Landing
Page 		Impressions Visitors
LP 		Donations Sum Average LP-
Visitor/
Imp 		Donation/
Imp 		Donation/
LP-Visitor 		Amount/
Imp 		% Women
ctrl L10h16 7753200 3164 2202 44302.17 20.12 0.000408 0.0002840 0.69595 0.0057140 26.41
B14WMDE_141124_altHdr LaltHeader 7751000 3201 2229 46105.85 20.68 0.000413 0.0002876 0.69634 0.0059484 22.97

statistical significance donation/impression: p=0.6781

Test 19:

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Tuesday, 25/11/2014 - Wednesday, 26/11/2014

Banner Landing
Page 		Impressions Visitors
LP 		Donations Sum Average LP-
Visitor/
Imp 		Donation/
Imp 		Donation/
LP-Visitor 		Amount/
Imp 		% Women
ctrl L10h16 7104300 3013 2081 43104.40 20.71 0.000424 0.0002929 0.69067 0.0060674 22.67
B14WMDE_141125_20mio L10h16 7107700 3610 2640 54572.06 20.67 0.000508 0.0003714 0.73130 0.0076779 24.00

statistical significance donation/impression: p=0.0000

Test 20:

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Wednesday, 26/11/2014 - Thursday, 27/11/2014

Banner Landing
Page 		Impressions Visitors
LP 		Donations Sum Average LP-
Visitor/
Imp 		Donation/
Imp 		Donation/
LP-Visitor 		Amount/
Imp 		% Women
ctrl L10h16 5916900 3065 2307 47839.64 20.74 0.000518 0.0003899 0.75269 0.0080853 24.40
B14WMDE_141127_blue L10h16 5838800 3770 2978 59114.24 19.85 0.000646 0.0005100 0.78992 0.0101244 22.10

statistical significance donation/impression: p=0.0000

Test 21:

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Thursday, 27/11/2014 - Friday, 28/11/2014

Banner Landing
Page 		Impressions Visitors
LP 		Donations Sum Average LP-
Visitor/
Imp 		Donation/
Imp 		Donation/
LP-Visitor 		Amount/
Imp 		% Women
ctrl L10h16 6955000 4271 3395 70947.41 20.90 0.000614 0.0004881 0.79490 0.0102009 23.14
B14WMDE_141127_2_daysRem L10h16 6907500 4411 3545 74471.31 21.01 0.000639 0.0005132 0.80367 0.0107812 21.58

statistical significance donation/impression: p=0.0369

Test 22:

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Friday, 28/11/2014 - Saturday, 29/11/2014

Banner Landing
Page 		Impressions Visitors
LP 		Donations Sum Average LP-
Visitor/
Imp 		Donation/
Imp 		Donation/
LP-Visitor 		Amount/
Imp 		% Women
ctrl L10h16 7718900 4816 4385 88805.39 20.25 0.000624 0.0005681 0.91051 0.0115049 20.99
B14WMDE_141128_althl L10h16 7690400 4771 4343 86949.35 20.02 0.000620 0.0005647 0.91029 0.0113062 20.84

statistical significance donation/impression: p=0.7819


Test 24:

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Monday, 01/12/2014

Banner Landing
Page 		Impressions Visitors
LP 		Donations Sum Average LP-
Visitor/
Imp 		Donation/
Imp 		Donation/
LP-Visitor 		Amount/
Imp 		% Women
ctrl L10h16 4450500 2523 1793 40497.00 22.59 0.000567 0.0004029 0.71066 0.0090994 25.04
B14WMDE_141201_ctrl L10h16 4449600 2611 1954 41353.57 21.16 0.000587 0.0004391 0.74837 0.0092938 24.38

statistical significance donation/impression: p=0.0084

Test 25:

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Monday, 01/12/2014 - Tuesday, 02/12/2014

Banner Landing
Page 		Impressions Visitors
LP 		Donations Sum Average LP-
Visitor/
Imp 		Donation/
Imp 		Donation/
LP-Visitor 		Amount/
Imp 		% Women
ctrl L10h16 3109300 3408 2749 55312.13 20.12 0.001096 0.0008841 0.80663 0.0177893 23.79
B14WMDE_141201_2_thx4help L10h16 3112900 3373 2720 55370.70 20.36 0.001084 0.0008738 0.80640 0.0177875 24.58

statistical significance donation/impression: p=0.6635

Test 26:

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Tuesday, 02/12/2014 - Wednesday, 03/12/2014

Banner Landing
Page 		Impressions Visitors
LP 		Donations Sum Average LP-
Visitor/
Imp 		Donation/
Imp 		Donation/
LP-Visitor 		Amount/
Imp 		% Women
ctrl L10h16 2926500 4327 3325 69323.72 20.85 0.001479 0.0011362 0.76843 0.0236883 29.20
B14WMDE_141202_glitch L10h16 2995600 4559 3529 68953.61 19.54 0.001522 0.0011781 0.77407 0.0230183 31.30

statistical significance donation/impression: p=0.1339

Test 27:

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Wednesday, 03/12/2014

Banner Landing
Page 		Impressions Visitors
LP 		Donations Sum Average LP-
Visitor/
Imp 		Donation/
Imp 		Donation/
LP-Visitor 		Amount/
Imp 		% Women
ctrl L10h16 1189600 1859 1329 26306.83 19.79 0.001563 0.0011172 0.71490 0.0221140 31.52
B14WMDE_141203_20miovar L10h16 1198100 1463 1095 22283.41 20.35 0.001221 0.0009139 0.74846 0.0185990 30.59

statistical significance donation/impression: p=0.0000

Test 28:

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Wednesday, 03/12/2014 - Friday, 05/12/2014

Banner Landing
Page 		Impressions Visitors
LP 		Donations Sum Average LP-
Visitor/
Imp 		Donation/
Imp 		Donation/
LP-Visitor 		Amount/
Imp 		% Women
ctrl L10h16 6492400 9549 7663 152522.86 19.90 0.001471 0.0011803 0.80249 0.0234925 30.64
B14WMDE_141203_2_weekday L10h16 6518400 10047 8086 169920.27 21.01 0.001541 0.0012405 0.80482 0.0260678 31.13

statistical significance donation/impression: p=0.0018

Test 29:

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Saturday, 06/12/2014

Banner Landing
Page 		Impressions Visitors
LP 		Donations Sum Average LP-
Visitor/
Imp 		Donation/
Imp 		Donation/
LP-Visitor 		Amount/
Imp 		% Women
ctrl L10h16 2081100 3496 3097 59776.45 19.30 0.001680 0.0014882 0.88587 0.0287235 27.61
B14WMDE_141206_nicholas L10h16 2103100 3705 3268 89885.00 27.50 0.001762 0.0015539 0.88205 0.0427393 27.27

statistical significance donation/impression: p=0.0845

Test 30:

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Sunday, 07/12/2014

Banner Landing
Page 		Impressions Visitors
LP 		Donations Sum Average LP-
Visitor/
Imp 		Donation/
Imp 		Donation/
LP-Visitor 		Amount/
Imp 		% Women
ctrl L10h16 2718200 4864 4373 87292.27 19.96 0.001789 0.0016088 0.89905 0.0321140 29.66
B14WMDE_141207_ger_advent L10h16 2769800 4789 4293 86006.16 20.03 0.001729 0.0015499 0.89643 0.0310514 29.87

statistical significance donation/impression: p=0.0825

Test 31:

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Monday, 08/12/2014 - Tuesday, 09/12/2014

Banner Landing
Page 		Impressions Visitors
LP 		Donations Sum Average LP-
Visitor/
Imp 		Donation/
Imp 		Donation/
LP-Visitor 		Amount/
Imp 		% Women
ctrl L10h16 4002400 5121 3788 80803.22 21.33 0.001279 0.0009464 0.73970 0.0201887 32.68
B14WMDE_141208_ctrl L10h16 4057000 5431 4083 84607.67 20.72 0.001339 0.0010064 0.75180 0.0208547 32.80

statistical significance donation/impression: p=0.0064

Test 32:

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Tuesday, 09/12/2014

Banner Landing
Page 		Impressions Visitors
LP 		Donations Sum Average LP-
Visitor/
Imp 		Donation/
Imp 		Donation/
LP-Visitor 		Amount/
Imp 		% Women
ctrl L10h16 2022200 2418 1713 36578.50 21.35 0.001196 0.0008471 0.70844 0.0180885 31.00
B14WMDE_141209_ctrl L10h16 2011200 2610 1886 37799.01 20.04 0.001298 0.0009377 0.72261 0.0187943 32.11

statistical significance donation/impression: p=0.0023

Test 33:

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Tuesday, 09/12/2014 - Wednesday, 10/12/2014

Banner Landing
Page 		Impressions Visitors
LP 		Donations Sum Average LP-
Visitor/
Imp 		Donation/
Imp 		Donation/
LP-Visitor 		Amount/
Imp 		% Women
ctrl L10h16 2593500 3328 2390 45691.02 19.12 0.001283 0.0009215 0.71815 0.0176175 34.01
B14WMDE_33_141209_ctrl L10h16 2608500 3420 2644 53742.36 20.33 0.001311 0.0010136 0.77310 0.0206028 32.19

statistical significance donation/impression: p=0.0007

Test 35:

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Thursday, 11/12/2014 - Saturday, 13/12/2014

Banner Landing
Page 		Impressions Visitors
LP 		Donations Sum Average LP-
Visitor/
Imp 		Donation/
Imp 		Donation/
LP-Visitor 		Amount/
Imp 		% Women
ctrl L10h16 5848000 8256 6863 134965.45 19.67 0.001412 0.0011736 0.83127 0.0230789 28.82
B14WMDE_35_141211_lpvar L10h16 5852800 8251 7140 141605.29 19.83 0.001410 0.0012199 0.86535 0.0241945 29.13

statistical significance donation/impression: p=0.0218

Tests on wikipedia.de

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Wikipedia.de is a German search portal for content in de.wikipedia.org. During the fundraiser we also display banners on this site.


Mobile tests on m.de.wikipedia.org

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Test 1:

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Monday, 10/11/2014 - Monday, 17/11/2014

Banner Landing
Page 		Impressions Visitors
LP 		Donations Sum Average LP-
Visitor/
Imp 		Donation/
Imp 		Donation/
LP-Visitor 		Amount/
Imp
ctrl L10h16 18743900 1683 920 6704.00 7.29 0.000090 0.0000491 0.54664 0.0003577
B14WMDE_141110_mob_withcc L10h16 18725100 1707 943 6937.00 7.36 0.000091 0.0000504 0.55243 0.0003705

statistical significance donation/impression: p=0.5792

Test 2:

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Monday, 17/11/2014 - Tuesday, 18/11/2014

Banner Landing
Page 		Impressions Visitors
LP 		Donations Sum Average LP-
Visitor/
Imp 		Donation/
Imp 		Donation/
LP-Visitor 		Amount/
Imp
ctrl L10h16 2839000 262 147 1500.00 10.20 0.000092 0.0000518 0.56107 0.0005284
B14WMDE_141115_mob_full L10h16 2811800 679 415 4690.00 11.30 0.000241 0.0001476 0.61119 0.0016680

statistical significance donation/impression: p=0.0000

Test 3:

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Wednesday, 19/11/2014 - Friday, 21/11/2014

Banner Landing
Page 		Impressions Visitors
LP 		Donations Sum Average LP-
Visitor/
Imp 		Donation/
Imp 		Donation/
LP-Visitor 		Amount/
Imp
ctrl L10h16 5292400 1043 649 7200.00 11.09 0.000197 0.0001226 0.62224 0.0013604
B14WMDE_mob_141119_custom_amount L10h16 5191200 1024 585 6436.50 11.00 0.000197 0.0001127 0.57129 0.0012399

statistical significance donation/impression: p=0.1381

Test 4:

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Friday, 21/11/2014 - Wednesday, 26/11/2014

Banner Landing
Page 		Impressions Visitors
LP 		Donations Sum Average LP-
Visitor/
Imp 		Donation/
Imp 		Donation/
LP-Visitor 		Amount/
Imp
ctrl L10h16 14585300 2168 1257 15112.00 12.02 0.000149 0.0000862 0.57980 0.0010361
B14WMDE_mob_141121_wikilogo L10h16 14330700 2226 1266 14715.00 11.62 0.000155 0.0000883 0.56873 0.0010268

statistical significance donation/impression: p=0.1446


--Tobias Schumann (WMDE) (talk) 14:38, 3 December 2014 (UTC)[reply]

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