National Breast Cancer Foundation

How adding a specific donation ask in an email appeal affects click rate

Experiment ID: #6804

National Breast Cancer Foundation

Experiment Summary

Timeframe: 05/18/2017 - 05/18/2017

National Breast Cancer Foundation was running a test on their May monthly appeal email to find out if asking for a specific donation amount rather than a generic donation ask would increase click rate. They also explained in the copy exactly what that donation amount would do- adding value proposition to the ask.

Research Question

Does adding a specific donation amount in an email appeal increase click rate?

Design

C: Donation Ask- No Amount
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T1: Donation Ask- Specific Amount
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Results

 Treatment NameClick RateRelative DifferenceConfidence
C: Donation Ask- No Amount 0.11%
T1: Donation Ask- Specific Amount 0.03%-72.8% 96.8%

This experiment has a required sample size of 8,605 in order to be valid. Since the experiment had a total sample size of 20,600, 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:

    72.8% decrease in traffic
× 0% increase in conversion rate
× 0% increase in average gift

Key Learnings

Adding a specific donation amount in the ask decreased traffic to the donation page by 78%. The asked donation amount was $120, which could have produced anxiety in some people or a wariness to donate less than that amount, which caused the decrease in click rate.


Experiment Documented by Allison Autrey

Question about experiment #6804

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