Does include adding an image of the premium in email impact donation conversion rate
Experiment ID: #191982
Pathway to Victory
Experiment Summary
Ended On: 10/16/2024
Pathway to Victory is the broadcast ministry of First Dallas.
Every month, PTV promotes a different premium book; for October, PTV promoted Final Conquest. We had tested into removing images, but it had been a while, so we decided to run the test again.
Research Question
We believe that adding an image of the premium for email subscriber will achieve a higher donor conversion rate because there is visual representation of the offer.
Design
C: Control
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T1: Treatment 1
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 15.1% | ||
| T1: | Treatment 1 | 18.9% | 25.3% | 61.2% |
This experiment has a required sample size of 744 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
The key learnings from this experiment are that adding an image of the premium book for email subscribers led to a 14.9% increase in donations for all traffic. This suggests that visual representation of the offer can have a positive impact on donor conversion rates. However, the statistical level of confidence was only 41.4%, which is below the generally accepted threshold of 95%. Therefore, these results cannot be considered valid and should not be used for future decision making. In future experimentation, it is important to ensure that the sample size is adequate to achieve a higher level of statistical confidence. Additionally, it may be beneficial to test the impact of different types of images or visual elements to further understand their effect on donor conversion rates. It is also crucial to continue testing and refining hypotheses to gather more reliable and actionable insights for decision making.