How a premium offer dear reader CTA on podcast pages impacts donor conversion
FamilyLife
FamilyLife® has been committed to helping individuals find biblical help for their marriage and family relationships. Through the Weekend to Remember® marriage getaways, FamilyLife Today® radio broadcasts, The Art of Marriage® video event, and the many other resources and content, God has used FamilyLife to restore hope for millions of couples and transform their lives.
Experiment Summary
Timeframe: 07/17/2023 - 08/14/2023
FamilyLife has a number of popular podcasts with thousands of visitors a month coming to their site to tune in. In reviewing these podcast pages, we hypothesized that we could provide further value for visitors and increase donor conversion by presenting a premium offer in a “dear listener” message on the page.
In our prior testing, we found that an end-of-article dear reader would increase donor conversion on article pages by reducing the friction of making a gift and increasing the appeal of the donation CTA through more space for value-driven copy. We believed that a dear listener message would achieve the same result by providing a way for listeners to engage in a deeper way with what they were hearing and receive a valuable resource in exchange for their gift.
We selected their most popular premium offer, Seeing Beautiful Again and created a dear-listener message on the podcast pages to promote it. We split traffic evenly and ran the experiment for a full month.
Research Question
We believe that a dear reader premium offer on podcast pages will increase donor conversion
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.10% | ||
| T1: | Treatment #1 | 0.22% | 112.8% | 91.0% |
This experiment has a required sample size of 9,026 in order to be valid. Since the experiment had a total sample size of 13,436, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The dear listener message improved donor conversion significantly. While we weren’t able to validate this increase to a 95% or greater level of confidence, the lack of a negative impact from the treatment makes us confident that featuring a dear-listener premium offer is more likely than not to improve donor conversion. For our next experiment we will test this premium offer against a different one to see which sort of offer best aligns with the visitors to these podcasts. We will also continue to test the placement of the message on the page to see how that impacts donor conversion and user friction.