How changing the language for existing donors impacts email conversion rates second iteration
Experiment ID: #144231
Pathway to Victory
Experiment Summary
Ended On: 04/05/2023
Pathway to Victory is a broadcast ministry of First Baptist Dallas. Through radio, television, digital resources, and books, Dr. Robert Jeffress delivers bold, biblical truth to equip the saints in piercing a dark culture.
One of their best-performing offers is a book titled Perfect Ending; this is an offer they run on multiple channels at least once a year. For this specific email appeal, we wanted to test whether recognizing the impact a donor has had on the ministry by changing the language in an email would impact their conversion rates. Our hypothesis was that by referencing that they were a donor, they would be more likely to make a donation. This test was run for the active donor segment only.
We previously tested adding one line of donor language but did not see much of an impact. For this iteration, we added donor language in 2 locations.
Research Question
We believe that recognizing a donor’s status for donors will achieve a change in conversion rate because we are showing them that they are more than a email address.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.06% | ||
| T1: | Treatment #1 | 0.08% | 50.2% | 90.7% |
This experiment has a required sample size of 69,030 in order to be valid. Since the experiment had a total sample size of 101,209, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The key learning from this experiment is that recognizing a donor's status in emails for donors is likely to increase the conversion rate. The treatment group showed a 50.2% increase in donations, but further testing is required to confirm the validity of the results. In future experimentation, it is recommended to continue testing the impact of donor language in email appeals and measure the level of statistical confidence to determine the validity of the results. It is also important to continue testing different variations of language to optimize for the highest conversion rate. The findings from this experiment can guide future email appeal strategies for First Baptist Dallas (Pathway to Victory) to encourage donors to continue supporting the ministry. In regards to revenue, we saw a 47.7% increase with a 87.1% level of confidence for the treatment version Control average gift, $56.67 Treatment average gift, $61.42