Table 2.
Comparison of engagement metrics by factor level.a
| Factor level | Prescriptive message tone | Proactive emails | Dictated navigation | Tailored testimonialb | ||||
|
|
Ratio of means (95% CI) |
P | Ratio of means (95% CI) |
P | Ratio of means (95% CI) |
P | Ratio of means (95% CI) |
P |
| Website visits | 1.00 (0.90-1.10) |
.93 | 1.20 (1.09-1.33) |
<.001 | 1.02 (0.92-1.13) |
.70 | 0.92 (0.83-1.02) |
.11 |
| Content areas viewed | 1.17 (1.08-1.28) |
<.001 | 1.08 (0.99-1.17) |
.10 | 0.80 (0.74-0.87) |
<.001 | 0.96 (0.88-1.04) |
.30 |
| Content page views | 1.15 (1.04-1.28) |
.009 | 1.58 (1.48-1.68) |
<.001 | 1.17 (1.06-1.31) |
.003 |
|
|
| Cumulative duration | 0.87 (0.75-1.01) |
.06 | 1.51 (1.29-1.77) |
<.001 | 1.37 (1.17-1.59) |
<.001 |
|
|
a Point estimates represent ratio of means between each contrasting factor level and are adjusted for baseline stage of change. Results reflect the effect of each factor level (prescriptive tone, email reminders, dictated navigation, and testimonials) relative to those who did not receive the stated factor. Effects of randomized factors on website visits and content areas viewed were estimated with Poisson regression models, and effects on page views and duration were estimated using zero-inflated Poisson regression models.
b Content page views and duration of time spent viewing content were not examined for those in the testimonial factor because these individuals had more content pages to view containing more material.