How visual reinforcement of a premium affects donor conversion for a postal chase donation page
The Navigators
Experiment Summary
Timeframe: 03/16/2021 - 05/22/2021
The Navigators were sending Easter cards as a premium offer to their direct mail file during the Easter season. They created a donation page for this campaign to receive traffic from the direct mail campaign and also as a landing point for Facebook ads which were shown to that audience to drive additional giving.
The donation page was very short and to the point. On reviewing it, the team wondered if adding a picture of the Easter cards (to reinforce what was sent in the mail) would increase conversion. They put an image of the card on the page, and added an additional paragraph of incentive-focused copy to remind them of the free premium they received.
They split the traffic to see which treatment converted more donors.
Research Question
We believe that visual reinforcement of a premium for postal chase visitors will achieve an increase in donations.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 36.6% | $0.00 | ||
| T1: | Treatment (with easter cards) | 41.9% | 14.5% | 77.3% | $0.00 |
This experiment has a required sample size of 653 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
While this experiment didn’t validate due to low overall traffic, it reveals more tactics that can be used to directionally increase conversion on these pages.
While the same audience is targeted with both campaigns, we must remember that there is a time-delay between the direct mail piece arriving and seeing the digital ad, and must overcompensate to remind them of the piece they received in the mail (which could be one of many). When this reinforcement is done properly,