How appealing to people as “heroes” can impact conversion for a recurring gift appeal
Experiment ID: #3052
Care Net
Experiment Summary
Timeframe: 01/08/2018 - 01/22/2018
For Care Net’s recurring gift campaign, they wanted to see if they could increase donor motivation by taking a different approach in their value proposition. Traditionally, the email copy would ask people to give a monthly gift to become a Caring Partner. They developed a treatment for the campaign that portrayed the nondonor as a hero. They tested the two different appeals against each other.
Research Question
Which appeal would motivate more people to click-through to the donation page?
Design
C: Become a Caring Partner
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Become a Caring Partner | 0.45% | ||
| T1: | You can be a hero | 1.3% | 184.1% | 99.9% |
This experiment has a required sample size of 1,057 in order to be valid. Since the experiment had a total sample size of 5,066, 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:
184.1% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The treatment increased click-through by 184%! By making the case for support to show that the end-reader can be a hero, we are able to motivate more people to click-through to the donation page. It is important to point out that the copy continuously reinforced and strengthened this “hero” message. It is because of that strong and reinforced value proposition that there was such a significant increase in click-rate.