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Time of Grace

How a Dear Reader on Blog Pages Impacts Email and Donor Acquisition

Experiment ID: #189302

Time of Grace

Experiment Summary

Timeframe: 08/14/2024 - 08/26/2024

Time of Grace receives significant traffic to its blogs and written devotion pages. Our hypothesis was that this traffic left a huge opportunity to capture emails and donors by presenting traffic that we already know is interested in Time of Grace content, with an opportunity to receive a free content offer. At the end of this funnel, they would also then be presented with an ask.

Research Question

We believe that a dear reader presenting a content offer for users on the Time of Grace blog and written devotion pages will increase email and donor acquisition, as it offers Time of Grace content to users who are already interested in and enjoy Time of Grace resources.

Design

C: Control
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T1: Dear Reader (How to fight anxiety)
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T2: Dear Reader (Mental Wellness)
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[gform-image-choice-lg-height] => 572 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 0.23% $135.00
T1: Dear Reader (How to fight anxiety) 4.2% 1,708.7% 100.0% $31.43
T2: Dear Reader (Mental Wellness) 4.2% 1,698.8% 100.0% $27.70

This experiment has a required sample size of 204 in order to be valid. Since the experiment had a total sample size of 8,961, and the level of confidence is above 95% the 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
× 1,708.7% increase in conversion rate
× 76.7% decrease in average gift
321.1% increase in revenue

Key Learnings

Key Learnings from this Experiment: The experiment showed that presenting a content offer to users on Time of Grace blog and written devotion pages resulted in a significant increase in email acquisition. This indicates that users who are already engaged with Time of Grace content are more likely to provide their email in exchange for additional resources. The experiment also demonstrated a substantial increase in transactions, showcasing the potential to convert these engaged users into donors, resulting in $802 in revenue from this additional passive stream of audience cultivation. This indicates that providing valuable content offerings can not only increase email acquisition but also boost conversion rates. Further, both the increase in email acquisition and transactions were statistically significant, underscoring the validity and reliability of the findings. Overall, the key learnings from this experiment highlight the importance of providing valuable content offerings to an already engaged audience to boost email acquisition and drive transactions. By leveraging these insights and implementing them in future experimentation, Time of Grace Ministry can further enhance its outreach and impact on its audience.

Experiment Documented by NextAfter

Question about experiment #189302

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.