How addressing High-I subscriber in their style of communication impacts conversion
Experiment ID: #7137
The Heritage Foundation
Experiment Summary
Timeframe: 07/28/2017 - 08/11/2017
During The Heritage Foundation’s 2017 Board Match campaign, we decided to test the style of communication to see if we could better align the messaging style with the subscribers’ known DISC scores. Using the data that we appended from the CrystalKnows website, we segmented the subscriber list by both donor status and primary disc style. We then took the Control version of the email and landing page (written in the I style) and recreated it in the style of a high C.
The goal of this experiment was to see if we could increase the giving of a high C subscriber. However, this write up is based upon the trends we observed when analyzing the high I subscribers of this same test.
Research Question
Will speaking to subscribers in their preferred DISC style increase donor conversion?
Design
C: High "I" Style
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)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | High "I" Style | 0.14% | ||
| T1: | High "C" Style | 0.06% | -57.6% | 92.9% |
This experiment has a required sample size of 11,728 in order to be valid. Since the experiment had a total sample size of 20,050, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
This experiment had no significant impact on the high “C” subscriber base which was the target of the experiment. However, after reviewing the data, we discovered that the high “C” landing page and email adversely impacted the giving of the high “I” subscriber base. While we did not hit the 95% level of confidence we strive for, it was quickly approaching statistical validity.