Back to the Bible

How strengthening the value proposition impacts donor conversion

Experiment ID: #14324

Back to the Bible

Experiment Summary

Ended On: 04/16/2019

Back to the Bible sent out an email to introduce the new Bible teacher for their radio broadcast. The email linked to a donation page that continued with the biographical information of the new Bible teacher and had a donation form at the bottom of the page. We hypothesized that if we were linking people to a donation page a stronger connection between the Bible teacher and the donation ask needed to be made in an effort to motivate people to make a gift.

Research Question

Would strengthening the value proposition on the donation page impact donor conversion?

Design

C: Control
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T1: Strengthened Value Prop
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https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Strengthened_Value_Prop-1-156x300.jpg [medium-width] => 156 [medium-height] => 300 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Strengthened_Value_Prop-1-768x1472.jpg [medium_large-width] => 640 [medium_large-height] => 1227 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Strengthened_Value_Prop-1-534x1024.jpg [large-width] => 534 [large-height] => 1024 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Strengthened_Value_Prop-1-801x1536.jpg [1536x1536-width] => 801 [1536x1536-height] => 1536 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Strengthened_Value_Prop-1-1068x2048.jpg [2048x2048-width] => 1068 [2048x2048-height] => 2048 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Strengthened_Value_Prop-1-600x400.jpg [ab-block-post-grid-landscape-width] => 600 [ab-block-post-grid-landscape-height] => 400 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[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Strengthened_Value_Prop-1-326x625.jpg [single_post_thumbnail-width] => 326 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Strengthened_Value_Prop-1-17x32.jpg [thumb_32_32-width] => 17 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Strengthened_Value_Prop-1-25x48.jpg [thumb_48_48-width] => 25 [thumb_48_48-height] => 48 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Strengthened_Value_Prop-1-33x64.jpg [thumb_64_64-width] => 33 [thumb_64_64-height] => 64 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Strengthened_Value_Prop-1-67x128.jpg [thumb_128_128-width] => 67 [thumb_128_128-height] => 128 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Strengthened_Value_Prop-1-35x67.jpg [thumb_122_67-width] => 35 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Strengthened_Value_Prop-1-80x153.jpg [thumb_153_153-width] => 80 [thumb_153_153-height] => 153 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Strengthened_Value_Prop-1-85x163.jpg [thumb_130_163-width] => 85 [thumb_130_163-height] => 163 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Strengthened_Value_Prop-1-92x177.jpg [thumb_232_177-width] => 92 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Strengthened_Value_Prop-1-339x650.jpg [thumb_272_325-width] => 339 [thumb_272_325-height] => 650 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Strengthened_Value_Prop-1-180x346.jpg [thumb_271_346-width] => 180 [thumb_271_346-height] => 346 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Strengthened_Value_Prop-1-141x271.jpg [thumb_271_271-width] => 141 [thumb_271_271-height] => 271 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Strengthened_Value_Prop-1-90x172.jpg [thumb_272_172-width] => 90 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Strengthened_Value_Prop-1-240x461.jpg [thumb_372_461-width] => 240 [thumb_372_461-height] => 461 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Strengthened_Value_Prop-1-261x500.jpg [thumb_372_500-width] => 261 [thumb_372_500-height] => 500 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Strengthened_Value_Prop-1-141x270.jpg [thumb_385_270-width] => 141 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Strengthened_Value_Prop-1-126x241.jpg [thumb_416_241-width] => 126 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Strengthened_Value_Prop-1-214x410.jpg [thumb_448_410-width] => 214 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Strengthened_Value_Prop-1-428x820.jpg [thumb_448_410_retina-width] => 428 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Strengthened_Value_Prop-1-199x382.jpg [thumb_574_382-width] => 199 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Strengthened_Value_Prop-1-206x395.jpg [thumb_776_395-width] => 206 [thumb_776_395-height] => 395 ) ) )

Results

 Treatment NameConv. RateRelative DifferenceConfidence
C: Control 3.2%
T1: Strengthened Value Prop 0.00%-100.0% 84.9%

This experiment has a required sample size of 128 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

Engagement with the email appeal was fairly healthy, but when it came to giving from this, the audience was pretty lethargic. With only a couple of donations coming in from this email appeal, the donation page treatment had no impact on conversion because overall motivation was so low. What we learned from this experiment is that it is a far stretch to go from introducing an audience to someone they never knew in a few short paragraphs to then asking them for a donation. This kind of email would have better been suited as a cultivation piece rather than an appeal.


Experiment Documented by Courtney Gaines
Courtney Gaines is Vice President at NextAfter.

Question about experiment #14324

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.