How member benefits affected donor conversion during a moneybomb
Experiment ID: #11595
Susan B. Anthony List
Experiment Summary
Timeframe: 09/14/2015 - 09/24/2015
As part of their campaign to kick off the election season, the Media Research Center wanted to find a way to incentivize subscribers to become a new member at higher levels. Their standard campaigns have historically not focused on the membership aspect of their gift and instead tried to sell solely the philanthropic aspect of the donation.
We decided to test out language around the benefits associated with membership and include a premium offer of a book that reinforced the messaging of the campaign.
Research Question
Will member benefits increase the donor conversion or average gift?
Design
C: No Benefits
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | No Benefits | 1.7% | ||
| T1: | Benefits List with Premium | 1.7% | 0.4% | 1.4% |
This experiment has a required sample size of 27,262,717 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
There was no statistically significant lift for either treatment. Since the campaign was for a limited period of time, we decided to end the test in order to try a different treatment that might achieve a greater lift. It would seem these benefits do not carry the added incentive in the donors’ minds when we have a money bomb campaign such as this.