How an end of article dear reader emphasizing how few readers donate impacts donor conversion during a high urgency campaign
Experiment ID: #149651
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: 05/01/2023 - 05/20/2023
During FamilyLife’s annual Spring recurring campaign, we wanted to test the best placement for a dear reader message featuring copy that mentions less than 3% of articles readers give each month to keep this content here for them on-air and online.
Traditionally, they’ve relied on an end-of-article dear reader promoting the campaign and offering a premium offer to those who donate. We wanted to test this against a dear reader that added language about how less than 3% of readers donate, believing this would increase the urgency of the CTA. To validate the placement of the message, we would test that same 3% language in a dynamic dear reader that would appear at the top of the page and become a sticky bar on scrolling. Due to size constraints of this placement, we would remove the language about the premium.
We split their article traffic evenly between all three versions of the page and measured the impact on recurring donations.
Research Question
We believe that a dear reader message that emphasizes how few readers donate will increase donor conversion during a high urgency campaign
Design
C: End of Article Dear Reader - premium focused
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T2: Dynamic Dear reader - with 3% language
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | End of Article Dear Reader - premium focused | 0.09% | $434.81 | ||
| T1: | End of Article Dear Reader - premium with 3% language | 0.16% | 84.2% | 97.1% | $90.67 |
| T2: | Dynamic Dear reader - with 3% language | 0.14% | 57.6% | 88.6% | $98.99 |
This experiment has a required sample size of 26,840 in order to be valid. Since the experiment had a total sample size of 64,667, 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
× 84.2% increase in conversion rate
× 79.1% decrease in average gift
61.6% decrease in revenue
Key Learnings
We found that emphasizing how few readers donate was compelling, no matter the placement. The best version of the dear reader in the experiment was the one that emphasized how few donate and offered the premium at the end of the article. More testing is needed to see if the above article deployment would have performed better if it too had offered the premium. Due to size constraints of that deployment, we did not get test that this time around.
Going forward we will continue to use language about how few readers donate in our dear reader messages, with additional testing focusing on ways to further refine and optimize that message.