How using scripture and a premium to reinforce an ask affects clickthrough
Experiment ID: #4557
Harvest Ministries
Experiment Summary
Timeframe: 07/15/2016 - 07/26/2016
Harvest sends out a mid-month appeal. For this month the message was focused on Crusade season and asked donors to support Harvest with a three month commitment. The control email started with an excerpt from scripture and used that to set up the ask. It also included an image of the premium they were offering that a person would receive if they gave a donation. We had a hypothesis that if we sent a more personal email that focused strictly on why we were asking for their support (Harvest Crusades) that we would be able to increase the number of clicks to the donation page.
We split the email file to run this test.
Research Question
Which email would get more people to click through to the landing page?
Design
C: Control
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T1: Treatment
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.61% | ||
| T1: | Treatment | 0.46% | -25.0% | 100.0% |
This experiment has a required sample size of 17,487 in order to be valid. Since the experiment had a total sample size of 205,805, 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:
25.0% decrease in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The control had an increase in clicks by 25%. This can be attributed to a couple of factors; People were more motivated by an ask reinforced by scripture than they were of a more direct ask from Greg. The control also mentioned and visually showed people the premium offer they would receive with a donation. The treatment made no mention of the premium. The presence of this premium offer on the control also motivated more people to click-through to the donation page.