How a direct ask affects traffic to the donation page
Experiment ID: #2753
Alliance Defending Freedom
Experiment Summary
Timeframe: 11/30/2015 - 12/02/2015
This past Giving Tuesday, Alliance Defending Freedom took a different approach than most nonprofit organizations. Instead of making a direct ask to their constituency, they utilized a message of stewardship to their constituency. They created a blog post that explained the impact the donors’ support had over the past year with specific examples of people that had been helped. This post was sent out to both their social media audience and their email file. At the end of the post, there was a short value proposition statement on why their donations were so important and a button with the soft call-to-action of “I Support Religious Freedom” that directed them to a donation page.
We had the hypothesis that since it was Giving Tuesday, we could be more direct in our call-to-action. We created a new treatment that changed the wording on the button “Make your Gift This Giving Tuesday” in order to add clarity around the action we wanted them to take.
Research Question
Will a soft call-to-action or a more direct call-to-action drive more traffic and donations from the blog?
Design
C: Soft CTA
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[date] => 2021-02-24 22:19:28
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) ) )
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Soft CTA | 10.3% | ||
| T1: | Direct CTA | 4.5% | -56.5% | 99.5% |
This experiment has a required sample size of 154 in order to be valid. Since the experiment had a total sample size of 648, 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:
56.5% decrease in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The genesis for this experiment came from the learnings of two prior tests. In those tests, we learned that ADF’s blog traffic responds better to softer calls-to-action while their email traffic responds better to direct asks within the email. These two experiments proved that the blog and email file were two disparate audiences with differing motivations. Since this page was going to receive traffic from both audiences, we wanted to discover which tactic would prove most successful.
We learned that the direct call-to-action reduced traffic to the donation page by 56.5% and this reduction in traffic then resulted in 29% less gifts*. This reinforces the need to use softer language with additional value proposition for the blog audience.
* The 29% decrease in gifts was not yet statistically valid but was quickly approaching validity by the time the test was finished.