How adding a personal testimony strengthens the value proposition and impacts clicks Experiment ID: #6827

Harvest Ministries

Harvest Christian Fellowship exists to bring Christians closer to God and to bring nonbelievers to a saving relationship with Him by showing how God's Word and faith in Him are applicable and relevant to everyday life.

Experiment Summary

Timeframe: 6/1/2017 - 6/20/2017

Harvest Ministries ran a high-urgency fundraising campaign leading up to a large-scale evangelism event, Harvest America. They sent a series of emails for the campaign to acquire donations and revenue. One of the emails they sent had a strong message about the eternal impact Harvest America has. In an effort to increase clicks to the donation page from the email, they tested putting a person’s testimony in the email copy. They split their file and sent the control without the testimony and the treatment with it.

Research Question

Would a personal testimony increase clicks?

MECLABS Conversion Factors Targeted

C = 4m + 3v + 2( i - f) - 2a ©

Copyright 2015, MECLABS

Design

C: Without a testimony
T1: With a testimony

Results

Treatment Name Click Rate Relative Difference Confidence
C: Without a testimony 1.7%
T1: With a testimony 2.0% 22.2% 100.0%

This experiment has a required sample size of 10,330 in order to be valid. Since the experiment had a total sample size of 65,184, 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:

    22.2% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift

Key Learnings

The treatment with the personal testimony increased clicks by 22%! The testimony added credibility to the ask and strengthened the value proposition of the email – motivating more people to click-through to the donation page.


Share this research with a colleague

Our mission is to help elevate the field of fundraising by openly sharing our research and inspiring a wider community of testing and optimization. If you have found our research to be helpful, insightful, or even just interesting—please share it with a fellow fundraiser.





Get the Detailed Case Study

Get a copy of the slides that highlight the different elements of the experiment, the variables that were changed, and the key takeaways and learnings that you can apply to your own organization.


Pick your format of choice:


Experiment Documented by...

Courtney Gaines

Courtney is an Optimization Associate at NextAfter. If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.