How year-end messaging and urgency indicators affect donation page revenue
Experiment ID: #8247
Compassion International
Experiment Summary
Timeframe: 12/21/2017 - 01/03/2018
Compassion International wanted to run a test on their main donation page at the end of year. Typically, people came to this page to make year-end gifts, with traffic and revenue ramping up sharply in December. However, the copy on the page remained the same all year, with nothing special done to reflect the year-end deadline.
They wanted to test copy and urgency indicators to see if they could positively affect motivation and generate more revenue from the page during the last half of December.
They crafted a treatment page with a new headline: “Make your year end donation today”. They added copy that referenced the December 31st deadline, added a story to show the impact of the donation, and added a countdown clock to visually show urgency in the sidebar.
They launched an A/B test to determine a winner.
Research Question
How will specific year-end messaging and urgency indicators affect donation page revenue?
Design
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Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Simplified Version | $243.83 | $367.28 | ||
| T1: | Year End Language | $278.28 | 14.1% | 0.1% | $424.75 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was not met so these experiment results are not valid.
Key Learnings
The year-end treatment page showed a directional lift in revenue (14.1% increase), but it was unable to achieve statistical validity. This outlines the difficulty of testing at a time of the year where there is already high motivation. The treatment page might produce a lift, but because conversion is higher than normal on the control, there wasn’t enough separation to determine a winner.