How altruistic language impacts recurring gift conversion.
Experiment ID: #7382
Focus on the Family
Experiment Summary
Ended On: 10/12/2018
In an effort to increase recurring gift conversion on the recurring gift pop-up feature, we hypothesized that adding altruistic language to the benefits section of the copy would increase donor motivation. Instead of just telling people the benefits that they would receive, this copy communicated a greater value that reinforced Focus on the Family’s value proposition and mission. We tested the altruistic version against the original pop-up on all devices and donation pages.
Research Question
Would adding altruistic language to the benefits section increase recurring gift conversion?
Design
C: Control
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 1.4% | ||
| T1: | Treatment #1 | 1.1% | -21.7% | 99.7% |
This experiment has a required sample size of 9,953 in order to be valid. Since the experiment had a total sample size of 47,156, 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
× 21.7% decrease in conversion rate
× 0% increase in average gift
Key Learnings
It would appear that the “Altruistic” version has a 21% decrease to recurring gift acquisition. However, after examining the two treatments side by side (Version 1 and Version 2), it may be that we removed too much text when we were trying to simplify the language and not cause the pop-up to be so long.
Our recommendation would be to re-launch this experiment with expanded value proposition but framed in the altruistic manner.