Alliance Defending Freedom

How the style of message impacts email acquisition

Experiment ID: #2922

Alliance Defending Freedom

Experiment Summary

Timeframe: 01/12/2018 - 02/13/2018

In a recent analysis for Alliance Defending Freedom, we had found that the writing style of blog posts has a significant impact on email and donor acquisition efforts. Specifically, when viewed through the lens of a DISC assessment, we found that blog posts written in the style of a high-C were better for email acquisition and those written in the style of high-D were better for donor conversion.

Based upon these findings, we decided to test out the email acquisition offer message used on both the desktop and mobile sites. We created four different treatments written in the D, I, S, and C styles to be tested against our current control. We validated the test off of clicks on the “Sign Up” button instead of an inline form since the embeddable form was not yet available for use due to the technology transition taking place.

Research Question

What style of messaging will be most impactful for email acquisition?

Design

C: Original Copy

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Results

	Treatment Name	Click Rate	Relative Difference	Confidence
C:	Original Copy	0.63%
T1:	HIGH D	0.74%	17.2%	74.9%
T2:	HIGH C	0.64%	0.6%	3.2%
T3:	HIGH I	0.58%	-8.5%	45.2%
T4:	HIGH S	0.37%	-42.1%	99.8%

This experiment has a required sample size of 8,121 in order to be valid. Since the experiment had a total sample size of 72,501, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

After running for over 3 weeks, we were able to statistically validate that the high-S treatment had a 40% decrease on email acquisition. At the same time, it would appear that the High-D may have a positive influence on conversion. It had not yet reached statistical significance but we did not want to keep running the full experiment since one variant was depressing email acquisition.

As next steps, we will be relaunching the experiment with just the control and the high-D version. By focusing on these two variants, we can determine which is the most impactful without continuing to lose emails by running the underperforming high-S version.

Experiment Documented by NextAfter

Question about experiment #2922

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.