How presenting segmented offers based on a person’s engagement on marriage articles impacts conversion
Experiment ID: #12964
Focus on the Family
Experiment Summary
Timeframe: 02/15/2019 - 03/26/2019
Focus on the Family has done significant testing within the articles on their website. From testing the kind of offer to the placement of the offers, they have optimized and continue to optimize the conversion opportunities on the articles pages for the significant volume of traffic. Most recently they learned that presenting people a premium/book at the end of the articles, that readers could receive by giving a gift of any amount, had the most significant impact on donor conversion. To continue to test into this learning, they hypothesized that presenting people with a targeted offer based on their engagement on the Focus on the Family website might increase donor conversion. Focus identified the top premium offers based on what is most requested and the kind of content that people read and consume from their site and offered premiums that closely aligned with those topics. This approach was tested against offering people one single premium offer.
Research Question
Will offering people targeted premium offers increase donor conversion on marriage articles?
Design
C: Single Offer
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Single Offer | 0.05% | ||
| T1: | Targeted Offers | 0.05% | 6.1% | 36.5% |
This experiment has a required sample size of 4,405,404 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
As we’ve continued to monitor and dig into the results of this experiment, we have discovered an interesting finding that is misrepresenting the results and learnings. A significant portion of the traffic on the article pages are either first time visitors to the Focus website, or this is the first article they’ve consumed from Focus. This audience has not been receiving targeted content offers based on cookies. Because of this, 69% of the donations from the treatment results have been receiving the single content offer/premium.
After discovering this and learning what was happening, we have paused the current experiment and relaunching it to target that audience with targeted content offers based on the current article they are reading. This small nuance to the experiment is critical in knowing whether a targeted content offer based on the kind of content people consume helps increase donor conversion.