How personalization impacts instant donor conversion
Billy Graham Evangelistic Association
Experiment Summary
Timeframe: 09/02/2020 - 11/16/2020
Billy Graham Evangelistic Association offered people the opportunity to get a free downloadable guide that walks people through the Gospel using the ABC’s. The guide is meant for parents and grandparents to walk their child or grandchild through the Bible in a fun and interactive way. After a person signs up to receive the content, they are immediately presented with a confirmation page that confirms their resource will be sent to them and presents and opportunity for them to give. Since the user signed up for the offer giving their first name, we wanted to test the donation page that congratulated the user by name. We were interested to see if this personalization would increase engagement on the page and humanize the “transaction”, resulting in an increased conversion rate. We split the traffic coming to the page 50/50.
Research Question
How will personalizing the confirmation of a person’s sign-up impact donor conversion?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 3.2% | ||
| T1: | Personalization | 4.0% | 25.6% | 97.4% |
This experiment has a required sample size of 4,012 in order to be valid. Since the experiment had a total sample size of 10,255, 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
× 25.6% increase in conversion rate
× 0% increase in average gift
Key Learnings
By adding personalization to the confirmation…..