How increasing narrative affects donor conversion rate
Experiment ID: #95812
Luther Seminary
Experiment Summary
Ended On: 06/02/2022
Luther Seminary was running their biannual Working Preacher campaign. They had read some research that increasing the “narrative score” using a tool called CopyOptimizer would increase conversion rate, and wanted to put it to the test. They began with a standard appeal written by their copywriter and looked for ways to “add narrative” to it.
They decided the best way would be to put the reader in the shoes of a pastor who lacked the resources to prepare their weekly sermon. Then, they connected the appeal to provide this imaginary preacher with the resources he or she would need to teach their congregation.
When they read the treatment copy, they realized that it no longer made sense to have the thermometer image at the top. They removed that, knowing that it would add a variable to the treatment, but hoping that it would help the narrative copy make more impact.
They split their email file and send one email to each half to determine a winner.
Research Question
We believe that increasing narrative score for previous donors will achieve an increase in conversion rate.
Design
C: Control
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)
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 1.9% | ||
| T1: | Treatment #1 | 2.8% | 47.7% | 92.9% |
This experiment has a required sample size of 2,116 in order to be valid. Since the experiment had a total sample size of 3,604, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The treatment produced a 47.7% increase in conversion rate due to one, or a combination of adjustments. First, this shows that the image of the thermometer may keep people from engaging. Second—the biggest change—was to change the perspective of the reader. Instead of a