How a different messaging approach affects conversion rate on an offer page
Experiment ID: #91917
NextAfter
Experiment Summary
Ended On: 04/19/2022
In this experiment, we were launching a new email appeal resource and came up with two strong ideas for positioning the appeal of the offer. One approach was to assure the reader that they’d have more confidence in the email appeals they would be sending out by following this template. The other approach was to assure them that this template would make their life easer by helping them have a simple and clear approach to writing their appeals.
We created a treatment to address the each version of the value proposition.
Research Question
Which version of the value proposition for the email appeal template would lead to more downloads?
Design
C: Confidence in results
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T1: Simplicity and clarity
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[date] => 2022-10-29 03:33:11
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Confidence in results | 47.6% | ||
| T1: | Simplicity and clarity | 60.1% | 26.3% | 100.0% |
This experiment has a required sample size of 122 in order to be valid. Since the experiment had a total sample size of 5,573, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
0% increase in traffic
× 26.3% increase in conversion rate
× 0% increase in average gift
Key Learnings
The copy treatment that focused on making life easier for the fundraiser with a simple and clear approach led to a 26.3% increase in conversions compared to the treatment focused in having confidence in results.
This is an interesting insight into the mindset of the fundraiser. For those seeking out a tool like this, they appear to be less motivated by improving the outcomes and more motivated by tools that free up time and allow them to work faster. This is an approach we can continue to test and see if it holds up for other offers outside of this email appeal template.