How a brief, to the point email impacted revenue
Experiment ID: #160194
Pathway to Victory
Experiment Summary
Ended On: 08/18/2023
PTV is the global media ministry of First Baptist Dallas.
Each month PTV promotes a book written by Dr. Robert Jeffress. For August, Dr Jeffress release a new book that was a available for only a couple weeks. In an effort to see if we could drive results in the final days, we tested a shorter, straight to the point email vs the standard descriptive version.
Research Question
We believe that by shortening the email to the important parts for emails subscribers will achieve a higher conversion rate because there is increased urgency and less copy.
Design
C: Control
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Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $2.72 | $30.19 | ||
| T1: | Treatment #1 | $3.69 | 35.5% | 0.0% | $29.11 |
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 the shorter, straight to the point email was more effective in driving conversions and generating revenue compared to the standard descriptive email. Despite the statistical level of confidence being below the threshold of 85%, the treatment still showed a significant 31.1% increase in revenue for all traffic. In future experimentation, it would be advisable to continue exploring the use of shorter and more concise emails for promotional purposes. This experiment suggests that there is potential in leveraging increased urgency and reducing the amount of copy to drive better results. However, it is important to note that the results of this particular test should not be used for future decision making due to the low statistical level of confidence. It would be beneficial to run further experiments to validate these findings and ensure their replicability before implementing them as a standard practice. Additionally, it would be useful to analyze any qualitative feedback or customer insights to better understand the reasons behind the improved performance of the shorter email. This can inform future experiments and help refine the email strategy further.