The PxD Experiment Registry documents our design experiments and impact evaluations—from simple A/B tests to large-scale randomized impact evaluations. It captures experiments we've conducted on our own services and with partners, measuring how specific service design changes affect outcomes and the overall impact of digital agriculture services. The Registry is searchable, filterable, and exportable, and is designed as an open resource to share learnings with others building digital agricultural services. For questions or publishing inquiries, contact info@precisiondev.org.

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Menu Access Rates for Different Menu Reminder Messages

KEN -18 -1397

Last modified on December 19th, 2025 at 10:15 am

    Basic Information

  • Abstract
    PxD operates the MoA-INFO platform in collaboration with Kenya’s Ministry of Agriculture to provide free agricultural recommendations to farmers via SMS messages.

    PxD tested whether reminder messages—either general or content-specific—increase menu access rates, and which reminder message generates the most interest. A randomly selected group of platform users was sent a reminder with general or content-specific messages to access the menu. Farmers who received the messages were between 2 and 6 percentage points (pp) more likely to access the menu, with the message about the origins of Fall Armyworm (FAW) increasing the likelihood the most.
  • Status
    Completed
  • Start date
    Q3 Jul 2018
  • End date
    Q3 Aug 2018
  • Experiment Location
    Kenya
  • Partner Organization
    Kenya Ministry of Agriculture
  • Agricultural season
    Long Rains

    • Research Design

  • Experiment type
    A/B test
  • Sample frame / target population
    MoA-INFO platform users (farmers)
  • Sample size
    17,833
  • Outcome type
    Service engagement
  • Mode of data collection
    PxD administrative data
  • Research question(s)
    Are farmers more likely to access the FAW menu when sent a general reminder or a topic-specific reminder?
  • Research theme
    Communication technology, Message timing and frequency
  • Research Design

    The sample consisted of 17,873 MoA-INFO users, with randomization conducted at the individual level. Users were divided into a control group (N = 11,920), which received no reminder message, and a treatment group (N = 5,953), which was split into four sub-groups.

    One of the treatment sub-groups (n = 2,982) received a general reminder, without specific content, encouraging the users to access the FAW menu. The other three sub-groups received topic-specific reminders about: detecting FAW (n = 994), managing FAW (n = 994), and the origins of FAW (n = 993).

    • Results

  • Results
    Compared to the control group, all treatment messages significantly increased both the likelihood of accessing the menu and the total number of accesses. The most effective was the origins-of-FAW message, which led to a 6.15 pp increase in the probability of accessing the menu. The detecting-FAW message, general reminder, and managing-FAW message increased menu access by 4.23, 3.03, and 2.02 pp, respectively. The results are significant at the 1% level. Effects are significantly larger for farmers who actively engaged with the service even before this trial.

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