How selling the value proposition in the email affects response rate
Buckner International
Buckner International is a global ministry dedicated to the transformation and restoration of the lives we serve. We are a Christ-centered organization that delivers redemptive ministry to the most vulnerable from the beginning to the ending of life.
Experiment Summary
Timeframe: 12/31/2014 - 01/01/2015
The end of the year deadline serves as a way to increase the urgency around the year end campaign. As the clock ticks closer to midnight on the 31st, there is increased urgency to give. With that increased urgency, we wondered if it was still necessary to sell the value of Heritage to the reader in the email or would a shorter email get them there faster. So we decided to test that.
Research Question
Adding additional copy around the value proposition of Heritage will increase the visitors to the page and the overall number of donors once they get there.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Short & Sweet | 0.08% | ||
| T1: | Trust | 0.06% | -23.5% | 84.4% |
This experiment has a required sample size of 161,509 in order to be valid. Since the experiment had a total sample size of 169,173, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
While the test did not validate, it would indicate that the additional value proposition is not necessary so close to the deadline.