How the framing of the transition on the instant donation page affects donor conversion rate
Experiment ID: #6157
Dallas Theological Seminary
Experiment Summary
Timeframe: 06/05/2018 - 08/03/2018
For Dallas Theological Seminary, we wanted to see if we can reframe the donation page that follows the Genesis online course into a broader value proposition. This copy approach leads in more quickly into the donation ask and value proposition than the control, which focuses more on the next steps for the actual course, rather than the big picture value of these online courses to believers everywhere.
Research Question
Does framing the transition into the donation ask differently in the headline + body copy affect donor conversion rate?
Design
C: Control
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.51% | $0.00 | ||
| T1: | Donation focused copy treatment | 0.64% | 25.8% | 49.7% | $0.00 |
This experiment has a required sample size of 26,038 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
The results were not statistically valid, but we did see a trend towards a 25% lift in donations with the treatment. Further testing necessary to validate this learning.