How impact language affects donor conversion rate
Experiment ID: #2611
CaringBridge
Experiment Summary
Timeframe: 04/01/2016 - 04/15/2016
Previous CaringBridge experiments had shown that more people donated when personalization was introduced. However, these tests had been run on “tribute” pages, where the gift is closely tied to a personal relationship. CaringBridge also had a “non-tribute” donation page, which is what someone would access if they went to the main site and clicked “donate”.
The team wanted to test the effect of impact language on these pages to see if more visitors made donations when the headline connected with the impact, rather than the organization.
Research Question
Will impact language increase conversion on the non-tribute donation page?
Design
C: Organization
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Organization | 9.3% | ||
| T1: | Impact | 3.8% | -59.5% | 95.7% |
This experiment has a required sample size of 153 in order to be valid. Since the experiment had a total sample size of 320, 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
× 59.5% decrease in conversion rate
× 0% increase in average gift
Key Learnings
The results were fascinating, as they began to create separation between the motivation to give for tribute and non-tribute visitors. In this case, the impact language decreased conversion (even though the opposite had proven true in the tribute funnel). That tells us that having “CaringBridge” in the headline is important orientation for visitors to the non-tribute page. It suggests a new round of tests that are more organizational-centric for this donation page.