How including an image of the non-profit leader impacts donations in email prospecting
Experiment ID: #123637
First Baptist Dallas
Experiment Summary
Ended On: 01/20/2023
We referenced the following experiment for a public policy client and utilized it for a faith-based client. Since the results of the past experience were affirmative, we wanted to test the same experiment for a different client. https://app.winstonknows.com/experiment/4973
In an effort to see a lift in donations in email prospecting for a faith-based client, we wanted to measure the effect of adding credibility and interest to the offer by means of utilizing an image of the non-profit leader.
The offer deployed a daily devotional direct appeal. The control version used the cover image of the daily devotional, while the treatment version utilized the image of the non-profit leader.
This test was set up in which ~50% of the audience would get the control version and ~50% of the audience would get the treatment version. However, once results were clear to email brokers they only deployed the winning version.
Research Question
We believe that adding an image of the non-profit leader will increase donations by building credibility, intrigue, and interest with the audience.
Design
C: Image of Book
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Image of Book | 2.5% | ||
| T1: | Image of non-profit leader | 0.22% | -91.1% | 100.0% |
This experiment has a required sample size of 229 in order to be valid. Since the experiment had a total sample size of 5,415, 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:
0% increase in traffic
× 91.1% decrease in conversion rate
× 0% increase in average gift
Key Learnings
With a 91% decrease in donations (with a 99.9% level of confidence) on the treatment creative, we are able to conclude with clarifying results that our experiment hypothesis for this particular client did not match the results of a similar experiment for a different client. We believe that adding an image of the non-profit leader will increase donations by building credibility, intrigue, and interest with the audience.
The execution of the past experiment was quite similar to this one: We replaced the image of a book/offer premium with the image of the non-profit leader. However, the results were quite different.
It is of importance to note that for this particular client, all other channels tested out of utilizing the image of the leader’s image. We can conclude that the channel email prospecting is no different.