How outside promotion impacts email acquisition efforts
Experiment ID: #19626
Alliance Defending Freedom
Experiment Summary
Timeframe: 08/22/2019 - 09/20/2019
Alliance Defending Freedom was launching a new campaign around two of their bigger legal cases. Historically, we had used the blog to promote these cases and to acquire emails through a statement of belief. Using the same tactic, we decided to launch two new statement of beliefs that focused on one of the two new cases. By running three different statement of beliefs at the same time (this includes the original control version), we would be able to measure which messaging approach was most appealing to the ADF audience.
Research Question
Which messaging approach will yield the highest new email conversion rate?
Design
C: Control
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[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Salina_Soule-7-485x382.jpg
[thumb_574_382-width] => 485
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Salina_Soule-7-502x395.jpg
[thumb_776_395-width] => 502
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 1.9% | $0.00 | ||
| T1: | Harris Funeral Homes | 2.0% | 3.1% | 48.7% | $0.00 |
| T2: | Salina Soule | 3.7% | 93.7% | 100.0% | $0.00 |
This experiment has a required sample size of 882 in order to be valid. Since the experiment had a total sample size of 137,435, 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
× 93.7% increase in conversion rate
× 0% increase in average gift
Key Learnings
After running for nearly a month, we discovered that the statement of belief that focused on Salina Soule (which was a case involving student athletes) had nearly double the email acquisition rate when compared to the other two offers. This was a surprising result because for the first two weeks, the statements had been surprisingly close to one another in both total and new emails acquired. However, in the final week of the experiment, a series of blog posts were written and heavily promoted that focused on Salina. There was also a separate advertising effort launched throughout the site that emphasized the case. With these outside factors promoting this individual case, it is our hypothesis that the increased exposure led to a significant increase in results.
When outside factors have significant impact on an experiment that were not in place throughout the whole experiment, it is know as the “History Effect.” In this situation, this experiment did not necessarily prove that the Salina Statement of Belief was better than the others. Instead, it proved that when there is heavy promotion of the case, the Salina Statement is the better offer.
One other factor to note, the Salina Statement had a donation page that followed after the signature was collected. This page currently has a lower than average instant donor conversion rate. It is recommended that we turn our efforts to that page once this experiment is rolled out.