How changing the tone and structure of an email impacts conversions
Experiment ID: #192914
Pathway to Victory
Experiment Summary
Ended On: 11/12/2024
PTV has seen a decrease in performance for this specific offer so we decided to take a radical approach to address a few different opportunities.
Key Differences Between Versions
- Tone and Phrasing:
- Email A has a more direct and serious tone, emphasizing the certainty of heaven as a “real, tangible place.”
- Email B uses a slightly more conversational tone with phrases like, “Have you ever wondered…” and “It’s a question that many of us ponder.”
- Positioning of Benefits:
- Email A frames the book as a resource to “encourage you and help you prepare for the ultimate destination.”
- Email B frames the book as one that will “fill you with hope, curiosity, and confidence.”
- Call to Action Language:
- Email A says, “I’d love to send you a copy.”
- Email B says, “I’d be honored to send you a copy.”
- P.S. Section Structure and Content:
- The P.S. sections in both emails include different phrasing and lists of additional resources, potentially impacting donor interest.
Research Question
We believe that changing the tone and structure for email subscribers will achieve an increase in engagement because the content is present more encouraging and easier to read.
Design
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[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Treatment_1-29-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-29-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Treatment_1-29-23x50.png
[admin-width] => 23
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Treatment_1-29.png
[full-width] => 1242
[full-height] => 2744
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Treatment_1-29-372x822.png
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[thumb_372-height] => 822
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-29-283x625.png
[single_post_thumbnail-width] => 283
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Treatment_1-29-14x32.png
[thumb_32_32-width] => 14
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Treatment_1-29-22x48.png
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[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Treatment_1-29-29x64.png
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[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Treatment_1-29-58x128.png
[thumb_128_128-width] => 58
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Treatment_1-29-30x67.png
[thumb_122_67-width] => 30
[thumb_122_67-height] => 67
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[thumb_153_153-height] => 153
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[thumb_130_163-height] => 163
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[thumb_232_177-width] => 80
[thumb_232_177-height] => 177
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[thumb_272_325-width] => 294
[thumb_272_325-height] => 650
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[thumb_271_346-width] => 157
[thumb_271_346-height] => 346
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[thumb_372_461-height] => 461
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[thumb_372_500-height] => 500
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[thumb_385_270-width] => 122
[thumb_385_270-height] => 270
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[thumb_416_241-width] => 109
[thumb_416_241-height] => 241
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[thumb_448_410-height] => 410
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[thumb_448_410_retina-width] => 371
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_1-29-173x382.png
[thumb_574_382-width] => 173
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_1-29-179x395.png
[thumb_776_395-width] => 179
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_1-29.png
[gform-image-choice-sm-width] => 136
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_1-29.png
[gform-image-choice-md-width] => 181
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_1-29.png
[gform-image-choice-lg-width] => 272
[gform-image-choice-lg-height] => 600
)
)
)
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $5.07 | $24.73 | ||
| T1: | Treatment #1 | $8.43 | 66.2% | 95.0% | $46.11 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was met so these 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
× 10.8% decrease in conversion rate
× 86.4% increase in average gift
66.2% increase in revenue
Key Learnings
The key learnings from this experiment are that changing the tone, phrasing, positioning of benefits, and call to action language in email communications can have a significant impact on donor engagement. The treatment email, with its more conversational tone and positive framing of benefits, resulted in a 66.2% increase in revenue for all traffic compared to the control email. Although the statistical confidence level of 95.0% was not reached, the results are promising and suggest that further testing should be done to validate the findings.