Pathway to Victory
How reducing the length of copy and increasing urgency impacted revenue
Experiment ID: #185041
Pathway to Victory
Experiment Summary
Ended On: 07/05/2024
Pathway to Victory is the broadcast ministry of First Baptist Dallas.
During June and December, PTV conducts matching challenges in order to increase donor conversion.
For the next to last email during their June match campaign we decided to test shortening the email and increasing urgency to see if we could get more donations and revenue.
Research Question
We believe that by shortening copy and increasing urgency for email subscribers will achieve a higher conversion rate and revenue because the ask is stronger and less copy to digest.
Design
C: Control
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[full] => https://www.nextafter.com/wp-content/uploads/Treatment_1-86.png
[full-width] => 592
[full-height] => 628
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Treatment_1-86-372x395.png
[thumb_372-width] => 372
[thumb_372-height] => 395
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-86-589x625.png
[single_post_thumbnail-width] => 589
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Treatment_1-86-30x32.png
[thumb_32_32-width] => 30
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Treatment_1-86-45x48.png
[thumb_48_48-width] => 45
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Treatment_1-86-60x64.png
[thumb_64_64-width] => 60
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Treatment_1-86-121x128.png
[thumb_128_128-width] => 121
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Treatment_1-86-63x67.png
[thumb_122_67-width] => 63
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Treatment_1-86-144x153.png
[thumb_153_153-width] => 144
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment_1-86-130x138.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 138
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment_1-86-167x177.png
[thumb_232_177-width] => 167
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment_1-86-544x577.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 577
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment_1-86-271x287.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 287
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment_1-86-255x271.png
[thumb_271_271-width] => 255
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment_1-86-162x172.png
[thumb_272_172-width] => 162
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_1-86-372x395.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 395
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_1-86-372x395.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 395
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_1-86-255x270.png
[thumb_385_270-width] => 255
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_1-86-227x241.png
[thumb_416_241-width] => 227
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_1-86-386x410.png
[thumb_448_410-width] => 386
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_1-86.png
[thumb_448_410_retina-width] => 592
[thumb_448_410_retina-height] => 628
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_1-86-360x382.png
[thumb_574_382-width] => 360
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_1-86-372x395.png
[thumb_776_395-width] => 372
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_1-86.png
[gform-image-choice-sm-width] => 283
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_1-86.png
[gform-image-choice-md-width] => 377
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_1-86.png
[gform-image-choice-lg-width] => 566
[gform-image-choice-lg-height] => 600
)
)
)
Results
| |
Treatment Name |
Revenue per Visitor |
Relative Difference |
Confidence |
Average Gift |
| C: |
Control
|
$0.14 |
|
|
$61.50 |
| T1: |
Treatment #1
|
$0.20 |
43.3% |
85.5%
|
$71.14 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant
level of confidence
was not met so these experiment results are not valid.
Key Learnings
The key learnings from this experiment are that shortening the email copy and increasing urgency can lead to a significant increase in revenue. The treatment group saw a 38.6% increase in revenue for all traffic, which is a promising result.
In future experimentation, we should continue to test the effectiveness of shorter copy and increased urgency in driving conversions. Further testing with larger sample sizes and different variations of the email content could help confirm the initial findings and determine the best approach for maximizing donations and revenue during matching challenges. Additionally, we should strive to achieve a higher level of statistical confidence to ensure the validity of the results before making any significant changes to our email strategy.