How removing a banner in an email appeal impact donor conversion
Experiment ID: #8151
FamilyLife
Experiment Summary
Timeframe: 12/13/2017 - 12/20/2017
For a FamilyLife email appeal during their year-end giving campaign, they inserted a banner in the body of the copy that served as a call-to-action. This banner then would take people to the donation page. We hypothesized that we might be able to increase donor conversion if we removed the banner and used text. We split the email file and tested this.
Research Question
Would removing the banner from the email copy increase donor conversion?
Design
C: Banner
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[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/text.png
[1536x1536-width] => 460
[1536x1536-height] => 995
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/text.png
[2048x2048-width] => 460
[2048x2048-height] => 995
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/text-460x400.png
[ab-block-post-grid-landscape-width] => 460
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/text-460x600.png
[ab-block-post-grid-square-width] => 460
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/text.png
[tp-image-grid-width] => 324
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/text-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/text-23x50.png
[admin-width] => 23
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/text.png
[full-width] => 460
[full-height] => 995
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/text-372x805.png
[thumb_372-width] => 372
[thumb_372-height] => 805
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/text-289x625.png
[single_post_thumbnail-width] => 289
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/text-15x32.png
[thumb_32_32-width] => 15
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/text-22x48.png
[thumb_48_48-width] => 22
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/text-30x64.png
[thumb_64_64-width] => 30
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/text-59x128.png
[thumb_128_128-width] => 59
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/text-31x67.png
[thumb_122_67-width] => 31
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/text-71x153.png
[thumb_153_153-width] => 71
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/text-75x163.png
[thumb_130_163-width] => 75
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/text-82x177.png
[thumb_232_177-width] => 82
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/text-301x650.png
[thumb_272_325-width] => 301
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/text-160x346.png
[thumb_271_346-width] => 160
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/text-125x271.png
[thumb_271_271-width] => 125
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/text-80x172.png
[thumb_272_172-width] => 80
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/text-213x461.png
[thumb_372_461-width] => 213
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/text-231x500.png
[thumb_372_500-width] => 231
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/text-125x270.png
[thumb_385_270-width] => 125
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/text-111x241.png
[thumb_416_241-width] => 111
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/text-190x410.png
[thumb_448_410-width] => 190
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/text-379x820.png
[thumb_448_410_retina-width] => 379
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/text-177x382.png
[thumb_574_382-width] => 177
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/text-183x395.png
[thumb_776_395-width] => 183
[thumb_776_395-height] => 395
) ) )
Results
This experiment has a required sample size of 58,233 in order to be valid. Since the experiment had a total sample size of 76,539, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
By removing the banner from the email, we decreased clicks by 46%. While this metric is important, we ultimately care about donor conversion. Even though there was a 46% decrease in clicks from the email that didn’t have a banner we were able to increase donor conversion by 90%! The donor conversion metric didn’t quite validate (89% valid), but it is leaning towards validity and is at a point that we feel confident enough to draw learnings from.
This tells us that even though we got more people to click through from the control email with the banner, those people were not as highly motivated donors as the people who clicked the text and raw link. The visual piece in the email created an easy click-through point for people, but those people weren’t ready to donate once they got to the donation page. The banner was also a visual piece of friction that possibly prevented people from reading the whole value proposition. By removing the banner, more people read the copy and we were able to fully communicate the value proposition and motivate people to give once they got to the call-to-action at the bottom of the email.
This test also shows why it is important to not base our testing decisions off of up-stream metrics when we can. If we would have done that, we would have championed the version that increased clicks but decreased donations.