How connecting an offer’s impact to the organizations mission impact email acquisition on a funnel landing page
Experiment ID: #198098
International Mission Board
Experiment Summary
Ended On: 06/16/2025
To boost email acquisition rates on IMB’s Note of Encouragement funnel, we tested new landing page copy that connected the user’s action to IMB’s mission and the Great Commission. The goal was to present the act as a meaningful partnership in the gospel, rather than just a kind gesture, with the expectation that this would drive higher email acquisition rates.
By clearly linking how a simple note supports missionaries and aligns with IMB’s mission, this version gives users a stronger reason to engage and complete the form.
Research Question
We believe that “Connecting an offer’s impact to the organization’s mission for Note of Encouragement landing page visitors will achieve an increase in email acquistion because it reinforces the visitor’s sense of purpose and alignment with the organization’s values, increasing the likelihood of engagement and boosting email acquisition.
Design
C: Control
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)
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 19.2% | ||
| T1: | Treatment #1 | 18.8% | -2.0% | 36.0% |
This experiment has a required sample size of 82,700 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 connecting an offer's impact to the organization's mission on the Note of Encouragement landing page did not lead to an increase in email acquisition rates. Despite the hypothesis that reinforcing the visitor's sense of purpose and alignment with the organization's values would boost engagement, the treatment actually saw a 2% decrease in Emails Acquired for All Traffic.
- It is crucial to note that the statistical level of confidence was only 36.0%, well below the 95% threshold needed for results to be considered valid. Therefore, these results should not be used for future decision making.
- In future experimentation, it is important to continue testing different strategies and messaging to determine what resonates best with users. It may be beneficial to explore other ways of tying the visitor's action to the organization's mission and values to see if a different approach yields more positive results. Additionally, it is essential to ensure that future experiments have a higher statistical level of confidence to draw valid conclusions.