How using an offer that is relevant to the author of a blog affects email acquisition in a dear reader (Pt.2)
Experiment ID: #86971
Reasons to Believe
Experiment Summary
Timeframe: 03/02/2022 - 04/10/2022
Reasons to Believe is a science-faith organization that has a plethora of blog content that receives a lot of traffic. They also have specific scholars/authors who have their own blogs and articles. We wanted to see if using an offer in a dear reader that is specific and relevant to the author will yield a higher email conversion rate. In this particular case we were targeting Fazale Rana’s articles. In this experiment we used an evangelism survey as the control and an eBook authored by Fazale Rana as the treatment.
All traffic for this experiment is from organic web traffic.
Research Question
We believe that using an offer in a dear reader that is relevant to the author for readers will achieve a higher email conversion rate .
Design
C: Dear Reader - Evangelism Survey
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Dear Reader - Evangelism Survey | 0.76% | $0.00 | ||
| T1: | Dear Reader - Fazale Rana eBook | 1.2% | 50.8% | 95.3% | $0.00 |
This experiment has a required sample size of 4,866 in order to be valid. Since the experiment had a total sample size of 9,888, 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
× 50.8% increase in conversion rate
× 0% increase in average gift
Key Learnings
Using the eBook that was related to the author gave us a valid 50% lift in email conversion rate. This is consistent with the previous experiment's (Hugh Ross' blog/dear reader) findings. In addition to a lift in email conversion, we also see a lift in donations and revenue. However, it is still unclear as to whether the lift was caused by the author relevance or the fact that the ebook is simply a better offer than the survey. We are following up with an experiment that uses the ebook dear reader and uses first person language so it sounds like it's from the author himself.
Notable changes to other metrics due to the experiment:
- Donations experienced a 252.7% increase with a 96% level of confidence.
- Revenue experienced a 601.1% increase with a 96% level of confidence.