How adding a popularity call out impacted email clicks and donations for a Donor audience
Experiment ID: #192764
Hoover Institution
Experiment Summary
Timeframe: 11/07/2024 - 11/13/2024
The Hoover Institution is a public policy research center and think tank located at Stanford University in California, United States.
Hoover recirculates a new content offer every Thursday by sending out an email to their Donor and NonDonor audiences. For this specific recirculation of one of Hoover’s most popular offers, Victory and the Savior Generals. This experiment was for their Donor audience.
We wanted to update the copy to have these updates:
- Shorter
- Mentions well-known and respected Hoover fellow, Victor Davis Hanson, at the beginning of email
- And have the callout “Already downloaded by more than 30,000 people in the last 6 months, you don’t want to miss your chance to learn from history’s most influential leaders from one of our country’s most esteemed historians.”
Research Question
We believe that refreshing the email copy for Hoover’s Donor audience will achieve an increase in clicks and conversions because they see that people wanted this offer with the “30,000 people” callout.
Design
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)
)
)
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Version A | 2.1% | ||
| T1: | Version B | 2.3% | 5.4% | 40.3% |
This experiment has a required sample size of 121,952 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 learning from this experiment is that updating the email copy for Hoover's Donor audience with a shorter, more engaging message mentioning Hoover fellow Victor Davis Hanson and including a callout about the popularity of the offer can lead to an increase in clicks. The treatment saw a 5.4% increase in clicks for all traffic, indicating that the updated copy resonated better with the audience. However, the statistical level of confidence was only 40.3%, which is below the recommended threshold of 95% for results to be considered valid. Therefore, while the results suggest a positive impact, they should not be used for future decision-making. However, with the donations Version B showed a 11% increase in number of donations with a 34% level of confidence. With total revenue being: Version A: $1859 with 33 gifts Version B: $2595 with 36 gifts In future experimentation, it would be beneficial to continue testing variations of the email copy to further optimize for engagement and conversions among Hoover's Donor audience. It's important to ensure that the sample size is adequate to achieve a higher level of statistical confidence in the results, allowing for more reliable insights to guide decision-making.