How linking directly to a donation page in email impacted donor conversion
Experiment ID: #153313
Pathway to Victory
Experiment Summary
Ended On: 05/26/2023
Pathway to Victory is a broadcast ministry of First Baptist Dallas. Through radio, television, digital resources, and books, Dr. Robert Jeffress delivers bold, biblical truth to equip the saints in piercing a dark culture.
PTV launched a new music CD title For God and Country, featuring patriotic songs performed by the First Dallas choir and orchestra. It is typical for PTV to resend emails to people that did not click on the link a couple of days following an initial send. For this CD we decided to test having people go directly to a donation page to make a gift and receive the CD vs the traditional approach of first going to a landing page and then clicking to go to the donation page.
Research Question
We believe that directing an email resend for the email audience will achieve a higher donor conversion rate because the friction of an extra step is removed from the process.
Design
C: Control
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.44% | ||
| T1: | Treatment #1 | 0.63% | 43.9% | 97.6% |
This experiment has a required sample size of 11,125 in order to be valid. Since the experiment had a total sample size of 29,559, 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
× 43.9% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this A/B experiment is that directing an email resend directly to the donation page can significantly increase the donor conversion rate compared to the traditional approach of going to a landing page first. The treatment group resulted in a 43.9% increase in donations for all traffic, with a statistically significant level of confidence of 97.6%.
For revenue, after removing outlying gifts of $150 and $500, we saw a 32% increase with a level of confidence of 93.5%.
Donation breakdown, *indicates a gift amount in the array
Control
- $10* – 27 gifts
- $15 – 3 gifts
- $20* – 21 gifts
- $25 – 2 gifts
- $30* – 5 gifts
- $40* – 4 gifts
Treatment
- $5 – 2 gifts
- $10* – 46 gifts
- $11 – 2 gifts
- $15 – 3 gifts
- $20* – 24 gifts
- $25 – 3 gifts
- $30* – 6 gifts
- $40* – 4 gifts
- $50* – 3 gifts
The treatment saw the most gifts and brought in the 2 lowest gifts of $5 and the 3 highest gifts of $50 each.