Targets & Expectations
We launched the test on 27th June 2019 and it ran over 7 weeks throughout the Love Island campaign. The editorial team typically launched 6-8 polls each weekday that were placed into topical Love Island articles. Each poll was editorially designed to relate specifically to the editorial content.
Based on previous data insights our initial expectations were that:
Soon after launch we started to gather some results and we were thrilled with the numbers we were seeing. We collected more than 2,000 answers to commercial survey questions on the first day! During the 7 week test we recorded as many as 14,911 responses in a single day, off the back of just SIX editorial polls. The previous record delivered 5,385 customer survey data points in a week.
During the 7 week trial:
More than 1.1million poll questions were answered
Actual interaction rate for main/editorial poll was avg 10.5%.
More than 150,000 survey questions were answered
Interaction rate for the second, commercial question was avg 17.4%
So avg 1.5% of users answered both questions
The test performed 3x better than expected