How two different value propositions for an eAppeal affected donor conversion.
Experiment ID: #4025
Jews for Jesus
Experiment Summary
Timeframe: 05/10/2016 - 05/11/2016
Each month, Jews for Jesus sends out an eAppeal. The messaging for these eAppeals comes directly from their mail appeal for the month. When they converted the direct mail letter into an eAppeal this month, there seemed to be two different value propositions in the letter. One value proposition focused on how it is becoming more challenging to be a Christ-follower in America today, and the other focused on a specific outreach event happening in Israel. They decided to test these two different value propositions in the eAppeals and donation pages to see which their audience was most motivated to give to.
Then, they split-tested this with their email file, dividing it in half.
Research Question
Which value proposition would increase conversion rate?
Design
C: It's a challenge to be a Christ-follower
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T1: Israeli outreach begins soon!
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | It's a challenge to be a Christ-follower | 0.03% | ||
| T1: | Israeli outreach begins soon! | 0.05% | 47.3% | 83.2% |
This experiment has a required sample size of 126,870 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
While this test didn’t validate, initial data tells us that people were more motivated to give to a tangible need and event than the general value proposition of the ministry. In fact, the treatment that was focused on the Israel outreach event saw a 47.3% increase in donations. This was our hypothesis, but because of the relevancy of the control, it was important to test our hypothesis.
We championed the treatment and sent it as the resend to non-opens with a new subject line.