How offering a pledge AND resource combo performed against just the resource
Experiment ID: #192452
Pathway to Victory
Experiment Summary
Ended On: 10/25/2024
Pathway to Victory is the broadcast ministry of First Dallas.
During election season PTV created a new resource titled “How a Christian Should Vote” this offer performed well via Facebook and housefile email.
We decided to test in a text message to the PTV audience offering either “How a Christian Should Vote” vs “How a Christian Should Vote” and a pledge to pray for America.
Research Question
We believe that offering a combo resource for text message audience will achieve a higher engagement because there is additional value.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 4.2% | ||
| T1: | Treatment 1 | 6.3% | 49.2% | 100.0% |
This experiment has a required sample size of 894 in order to be valid. Since the experiment had a total sample size of 21,365, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
0% increase in traffic
× 49.2% increase in conversion rate
× 0% increase in average gift
Key Learnings
Key Learnings: The key learning from this experiment is that offering a combo resource along with a pledge to pray for America in a text message to the Pathway to Victory audience resulted in a 49.2% increase in Emails Acquired for All Traffic compared to just offering the resource alone. This indicates that providing additional value and incorporating elements of faith and prayer can significantly impact audience engagement and response rates. In donations, we saw a 101% increase in donations with a loc of 100% In revenue, we saw a 55% increase in revenue with a loc of 91% Future Experimentation: Based on the success of this experiment, Pathway to Victory should consider incorporating combo resources and elements of faith and prayer in their future text message campaigns and communications. This approach can not only lead to higher engagement and conversion rates but also strengthen the connection with the audience by resonating with their beliefs and values. Additionally, Pathway to Victory can continue to test different messaging strategies and combinations to further optimize their campaigns and drive better results.