How a radical donation page redesign can affect donor conversion
Experiment ID: #3576
Illinois Policy Institute
Experiment Summary
Timeframe: 03/17/2016 - 03/28/2016
Illinois policy Institute was promoting their free e-book about Mike Madigan to several Facebook audiences, and then asking for a donation on the following page. They had a premium-focused page that was not producing donors, and wanted to test a more mission-focused page. They create a treatment that removed the premium (in case that was “getting in the way of the donation”) and focused on the value and the efforts that they are undertaking to remove Mike Madigan from office.
They set up an A/B test to determine a winner.
Research Question
Will a mission-focused page improve donor conversion against a premium-focused page?
Design
C: Control
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Results
This experiment has a required sample size of 1 in order to be valid. Since the experiment had a total sample size of 320, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The mission focused page failed to produce a donor as well, which fosters a few possible conclusions:
- The offer might not create enough perceived value to solicit a donation.
- The audience might not have enough time to digest the offer before making the decision to make a gift.
- The offer might be targeted at a less philanthropic audience.
The Madigan eBook produced very cost-effective names, so they decided to keep the offer running until they could draft a new offer to test in its place.