How Giving Donor Autonomy in a Dear Reader Affect Conversion
Experiment ID: #187171
Moody Radio
Moody Radio is one of the largest Christian radio networks in the United States. Located in downtown Chicago, Moody Radio has 37 owned and operated stations and hundreds of affiliates and outlets that carry all or part of its programming.
Experiment Summary
Ended On: 07/24/2024
Today in the Word has a high level of success in converting donors.
For this test we wanted to see if having donor autonomy present in the ask could increase the conversion percentage.
Research Question
We believe that having donor automony for the dear reader donation ask will achieve a higher donor conversion rate because the donors will feel like they made the choice.
Design
C: Control
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.34% | ||
| T1: | Treatment #1 | 0.28% | -17.3% | 35.7% |
This experiment has a required sample size of 69,433 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
The key learning from this experiment is that incorporating donor autonomy in the donation ask did not lead to a higher donor conversion rate as hypothesized. The treatment group actually experienced a decrease in donations compared to the control group. However, the statistical level of confidence is below 95%, indicating that these results are not valid and should not be relied upon for future decision-making.
In future experimentation, it is essential to ensure that the sample size is sufficient to provide reliable results and that the statistical analysis is robust. Additionally, it may be beneficial to further evaluate the impact of donor autonomy on donor behavior in different contexts or with different messaging strategies to determine its effectiveness. It is important to approach experiments with a critical mindset and to carefully analyze the results before drawing conclusions or implementing changes based on them.