How aligning a premium offer with seasonality during CYE impacts clicks and donations
Experiment ID: #184644
FamilyLife
Experiment Summary
Timeframe: 11/20/2023 - 12/01/2023
During their Calendar Year-End (CYE) fundraising season, FamilyLife has used “Dear Listener” elements on their podcast pages to convert their web visitors into donors. Before CYE began, we had running a Dear Listener that promoted a card game premium for married couples. But we wondered if aligning the premium offer with the time of the year would make it more relevant and acquire more donors.
The premium offer that FamilyLife was promoting during CYE was a 52-week devotional book. This book was included as an incentive in their CYE campaign emails and on the campaign’s donation page. We decided to run this offer as our Treatment to see if it would get more users to engage and make a gift to FamilyLife.
Our hypothesis was that the devotional premium would achieve an increase in clicks to the premium donation page because it would feel more relevant to the web visitors; this is because December is a popular season for people to get devotionals that they can begin in the new year.
We ran this as an A/B test in VWO for ~1.5 weeks. The Control Dear Listener promoted the game and pointed to the game’s donation page, and the Treatment Dear Listener promoted the devotional book and pointed to its donation page.
Research Question
We believe that using a seasonally-aligned premium offer in the Dear Listener for visitors on FamilyLife’s podcast pages will achieve an increase in clicks to the premium donation page because the seasonally-aligned premium offer will feel more relevant and appealing to the viewer.
Design
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control - Evergreen Game Premium | 1.6% | ||
| T1: | Treatment - Aligned Seasonal Book Premium | 1.1% | -31.4% | 87.0% |
This experiment has a required sample size of 4,043 in order to be valid. Since the experiment had a total sample size of 4,859, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
After running this test for a week and a half, we found that the seasonally-aligned devotional premium actually to a -31.4% decrease in clicks to the donation page, with an 87% level of confidence. This test didn't meet the 95% level of confidence that's required to consider it a fully valid result, but we turned the test off early due to the poor trending results and the importance of the Calendar Year-End fundraising season.
There are a few different angles that we can test with this idea in the future:
- Would we see a different result if we tested a seasonally-aligned offer during a different time of year (ex: Valentine's Day, Easter, etc.)?
- Would we see a different result if the control and treatment are the same type of premium offer (ex: both are books, or both are games, etc.)?