How the success of an offer impacts experiment results
Experiment ID: #23719
Buckner International
Experiment Summary
Timeframe: 10/14/2019 - 10/31/2019
Buckner was running a 7-day devotional offer targeted at women. The goal was to both acquire new subscribers and to potentially acquire new donors. The offer had not been terribly successful despite past optimization efforts. In order to improve the results, we decided to try a new reason to make a gift on the instant donation page. We focused the ask around a program named Family Pathways that targets single parents.
Research Question
Will a more targeted value proposition be more appealing to the potential donor audience?
Design
C: Control
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 9.4% | $0.00 | ||
| T1: | Single mother focus | 0.00% | -100.0% | 98.1% | $0.00 |
This experiment has a required sample size of 40 in order to be valid. Since the experiment had a total sample size of 104, 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
× 100.0% decrease in conversion rate
× 0% increase in average gift
Key Learnings
Despite showing as statistically valid, the low number of samples and conversions would suggest that this is not an actually significant result. We would have wanted at least 50 donations before we declared a winner for this experiment. However, the cost per subscriber continued to climb in the time that this experiment was running and it became cost-prohibitive to continue running it. As a result, we had to turn off this experiment before we could get the kind of learning we were hoping for.