Does mentioning secure in a direct appeal email impact revenue
Experiment ID: #169188
Pathway to Victory
Experiment Summary
Ended On: 01/31/2024
Pathway to Victory is the broadcast ministry of First Dallas.
Each month PTV promotes a different premium to its housefile in an effort to acquire new donors and retain existing donors.
For this email, we decided to test adding the word “secure” when asking the subscriber to make their gift.
Research Question
We believe that by adding the word “secure” for subscribers will achieve a higher conversion and revenue impact because of the additional perceived security.
Design
C: Control
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Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $0.00 | $0.00 | ||
| T1: | Treatment #1 | $0.00 | 0.0% | 0.0% | $0.00 |
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 learning from this experiment is that adding the word "secure" when asking subscribers to make their gift can potentially have a positive impact on conversion and revenue. Although the results of this experiment are not statistically valid, they do show a significant increase in revenue for the treatment group. Revenue impact, treatment saw an increase of 63%. Donation impact, treatment saw a increase of 33%. The treatment version also saw more larger gifts made from the link within the PS (7 gifts vs 3 gifts) Based on these findings, it would be recommended to further test the use of the word "secure" in future experiments. This could involve testing it with different segments of the audience, using it in different parts of the email, or testing variations of the word itself. By conducting further experiments and gathering more data, it will be possible to determine with more certainty whether adding the word "secure" consistently leads to increased conversion and revenue. This will help inform future email campaigns and potentially increase the effectiveness of fundraising efforts.