FamilyLife

How aligning a premium offer with seasonality during CYE impacts clicks and donations

Experiment ID: #184644

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: 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

C: Control
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T1: Treatment
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Results

 Treatment NameClick RateRelative DifferenceConfidence
C: Control 1.6%
T1: Treatment 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

The key learnings from this experiment are as follows:

1. The treatment, which included a seasonally-aligned premium offer in the Dear Listener for visitors on FamilyLife’s podcast pages, resulted in a 31.4% decrease in clicks to the premium donation page compared to the control.

2. The statistical level of confidence for this result was 87.0%, which is below the standard threshold of 95% for statistical significance. This means that the results are not entirely reliable and further testing would be necessary to confirm the impact of the seasonally-aligned premium offer.

3. Despite the decrease in clicks, the approach of aligning the premium offer with the time of year was a strategic move as it aimed to make the offer more relevant and appealing to viewers during the CYE fundraising season.

In future experimentation, it may be beneficial to:

1. Conduct additional A/B tests with a larger sample size or over a longer period of time to validate the impact of seasonally-aligned premium offers on donor engagement and conversion rates.

2. Experiment with different types of seasonally-aligned premiums or promotional strategies to find the most effective approach for engaging web visitors and increasing donations during specific times of the year.

3. Consider other factors that may have influenced the results, such as the design of the premium donation page or the placement of the Dear Listener elements, and test those variables in future experiments to optimize the donor conversion process.


Experiment Documented by NextAfter

Question about experiment #184644

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