How removing an image in an MMS message affects donor conversion rate
Experiment ID: #168481
The Heritage Foundation
Experiment Summary
Ended On: 01/21/2024
The Heritage Foundation was running SMS and MMS ads as part of their kickoff campaign. They had leveraged texting because of the personal nature of the communication, two-way conversation ability, and high deliverability, and wanted to test a P2P MMS platform However, they wondered if their personal message was undermined by the image they sent alongside the message, since that’s not something that people usually send along with 1:1 communications.
They split their list in half and sent half of the list an MMS without an image to see if it increased conversion rate. This ended up converting the message to an SMS message, which should be noted.
Research Question
We believe that removing an image in an MMS message for lapsed donors will achieve an increase in conversion rate because it will appear to be more personal and will look less like marketing. because it will appear to be more personal and will look less like marketing.
Design
C: Control
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)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.08% | ||
| T1: | Treatment #1 | 0.14% | 83.0% | 84.0% |
This experiment has a required sample size of 20,393 in order to be valid. Since the experiment had a total sample size of 20,862, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The key learning from this experiment is that removing an image in an MMS message for lapsed donors resulted in a significant increase in donations. The treatment group saw an 83.0% increase in donations as compared to the control group. However, it is important to note that the statistical level of confidence is only 84.0%, which is below the desired threshold of 95%. Therefore, these results cannot be considered valid and should not be used for future decision making. In future experimentation, it is recommended to continue exploring the impact of removing images in MMS messages for lapsed donors. However, it is crucial to ensure that the sample size is sufficient and that the statistical level of confidence reaches the desired threshold. This will help to ensure the validity of the results and allow for more confident decision making. Additionally, it would be beneficial to further investigate the reasons behind the increase in donations when images are removed, as this may provide insights for future campaigns and messaging strategies.