How a premium offer chat widget CTA on podcast pages impacts donor conversion
Experiment ID: #184651
FamilyLife
FamilyLife® has been committed to helping individuals find biblical help for their marriage and family relationships. Through the Weekend to Remember® marriage getaways, FamilyLife Today® radio broadcasts, The Art of Marriage® video event, and the many other resources and content, God has used FamilyLife to restore hope for millions of couples and transform their lives.
Experiment Summary
Timeframe: 07/02/2024 - 07/31/2024
FamilyLife helps families bridge the gap between their intentions and reality, fostering closer relationships with God, each other, and their communities. Their FamilyLife Podcast Network, including the FamilyLife Today® podcast, offers engaging conversations to help families grow together with Jesus and strengthen their most important relationships.
Traditionally, FamilyLife has relied on an end-of-article “dear listener” message to promote their campaigns and offer a premium item to donors. We hypothesized that adding a chat message widget to the podcast pages for listeners and visitors of FamilyLife Today® will increase donor conversion rates because the interactive and personal nature of the widget creates a more engaging and persuasive experience through social presence and personal connection.
For this test, we selected their most popular premium offer, the book “Seeing Beautiful Again.” The Control was the traditional “dear listener” message, while the Treatment was a chat message widget. Traffic was split evenly between the two versions, with identical language used in both. The Control message appeared at the end of the article, while the widget popped up in the bottom right corner and expanded when clicked. The Treatment also included images of the FamilyLife Today podcast hosts, Dave and Ann, to simulate a text messaging experience.
Research Question
We believe that adding a chat message widget to the podcast pages for visitors of FamilyLife Today® will create a more engaging and persuasive experience due to the interactive nature of the widget, therefore increasing donor conversion rates.
Design
C: Control: Dear Listener
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control: Dear Listener | 0.13% | $80.00 | ||
| T1: | Treatment: Message Widget | 0.37% | 187.9% | 98.8% | $26.75 |
This experiment has a required sample size of 3,270 in order to be valid. Since the experiment had a total sample size of 10,851, 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
× 187.9% increase in conversion rate
× 66.6% decrease in average gift
3.7% decrease in revenue
Key Learnings
After running this experiment for 29 days, we found that the chat message widget outperformed the traditional “dear listener” approach, achieving a conversion rate of 0.37% compared to 0.13% for the control. This represents a 187.9% increase in conversions with a high level of confidence at 98.8%.The results demonstrate that the interactive nature of the widget significantly enhanced donor engagement and conversion rates.
For future experimentation, we plan to test this approach during the Fiscal Year End (FYE) Campaign using a premium book offer, “Unoffendable” by Brant Hansen. We also aim to explore different design variations of the chat widget, evaluate other premium offers for their effectiveness with interactive features, and assess the widget’s performance across various sections of the website.
Overall, the key learnings from this experiment emphasize the importance of personalization, interactivity, and social presence in driving donor conversions. By leveraging these insights in future experimentation, FamilyLife can continue to optimize its donation strategies and create more impactful and engaging experiences for its audience.