How the use of story in an email appeal impacts click thru rate and donor conversion rate
Experiment ID: #122797
The Navigators
Experiment Summary
Ended On: 01/10/2023
During Giving Tuesday the Navigators wanted to use a story for their email appeal. We wanted to see if we could get more people to click thru the email if we continued the story in the donation page as opposed to providing the entire story in the email. This would accomplish two things: reduce the length of the email (which we hypothesized would cause less people to click thru to give) and give people incentive to click thru so that they can land on the donation page, read the rest of the story and give. In turn, the treatment would increase click thru rate and donor conversion rate.
Research Question
We believe that continuing the story on a donation page for email recipients will achieve a higher click thru rate and donor conversion rate.
Design
C: Control
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)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.22% | ||
| T1: | Treatment #1 | 0.08% | -62.7% | 99.9% |
This experiment has a required sample size of 6,190 in order to be valid. Since the experiment had a total sample size of 34,510, 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
× 62.7% decrease in conversion rate
× 0% increase in average gift
Key Learnings
We successfully increase click thru rate by 90% with a 100% level of confidence. However, when looking at donor conversion rate, we saw a valid 62% decrease with a level of confidence of 99%. So, while many more people were motivated to click thru, those were not the people who were motivated to give. These people could've just been interested in the story but had no intention to give a gift. It's recommended that this is retested to understand how to best use stories for the Navigators audience. It's recommended that the control is set as-is and the treatment would be split into two emails: one email that's pure cultivation with the testimonial/story (no ask), and a follow up email referencing the story and including a direct appeal. It could be that splitting up the experience in this way, captures all those who were interested in the story. It allows everyone to see the evidential and opportunity for them to give later.