How does mentioning the free resources a subscriber has received impact donor conversion
Experiment ID: #184064
Pathway to Victory
Experiment Summary
Ended On: 06/28/2024
Pathway to Victory is the broadcast ministry of First Baptist Dallas.
During December and June, PTV conducts matching challenges where a donor’s gift will have double the impact.
In an effort to convert nondonors to donors, we wanted to test mentioning that the subscriber has benefited from the free resources provided by PTV.
Research Question
We believe that mentioning that the subscriber has received free resources for nondonors will achieve a higher donor conversion rate because they reciprocate the value they have received.
Design
C: Control
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T1: Treatment #1
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.08% | ||
| T1: | Treatment #1 | 0.05% | -38.6% | 68.6% |
This experiment has a required sample size of 50,397 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 learnings from this experiment are that mentioning that the subscriber has received free resources for non-donors led to a decrease in donations, contrary to our hypothesis. However, the results of this experiment cannot be considered valid due to the statistical level of confidence being below 85%. In future experimentation, it is important to ensure that a higher level of statistical confidence is achieved before drawing conclusions. Additionally, it may be beneficial to further investigate the reasons behind the decrease in donations when mentioning the free resources. This could involve gathering feedback from subscribers or conducting additional tests to understand the impact of different messaging strategies. Overall, while this specific experiment did not provide conclusive results, it highlights the importance of rigorous testing and the need to interpret results with caution before making any significant changes based on the findings.