How more relevant copy on a content offer landing page impacts email acquisition
Experiment ID: #185051
International Mission Board
Experiment Summary
Timeframe: 07/08/2024 - 08/05/2024
IMB has a Prayer Calendar offer that offers monthly prayer prompts. While we have used the entire calendar to market the product, we decided to focus on month-to-month as well to see if the relevancy would increase our email acquisition rate.
On the month-to-month landing page, we tested using a copy change that included the contents of the July prayer prompt versus the general copy used on the main funnel.
We ran this A/B test for about a month with the traffic split evenly between the two versions.
Research Question
We believe that using relevant and specific copy for Month specific Prayer Calendar landing page visiotors will achieve our email acqusition rate because there would be more relevancy and an inside look at what is inside the calendar for that month.
Design
C: Control
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T1: Copy Change
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 15.2% | $25.00 | ||
| T1: | Copy Change | 14.6% | -4.0% | 17.2% | $37.50 |
This experiment has a required sample size of 26,447 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 while using relevant and specific copy for the Month-specific Prayer Calendar landing page seemed like a promising idea, the results did not support the hypothesis. The treatment, which included the contents of the July prayer prompt, actually saw a decrease in Email Acquisition for All Traffic compared to the control group. It is important to note that the statistical level of confidence was only 17.2%, which is below the generally accepted threshold of 85%. This means that the results cannot be considered valid and should not be used for future decision-making. In future experimentation, it would be advisable to conduct further tests with a larger sample size and potentially refine the specific copy used for the Month-specific Prayer Calendar landing page. It may be worth exploring different approaches to see if there are ways to leverage the content of the calendar for increased email acquisition without negatively impacting the results. Additionally, considering other factors such as the design of the landing page, call-to-action placement, and overall user experience could also help in optimizing the effectiveness of the campaign.