How shorter copy on a donation page during year-end impacts donor conversion
Experiment ID: #9832
The Missionary Oblates of Mary Immaculate
Experiment Summary
Timeframe: 12/06/2018 - 12/17/2018
During the Missionary Oblates year-end campaign, they hypothesized that shorter value proposition on the donation page might increase donor conversion. This hypothesis was formed by thinking about the motivation of donors during this time of year. During year-end when motivation is higher, maybe donors don’t need as much convincing in the copy to convert them to make a donation. We tested this approach against the longer copy.
Research Question
What kind of impact would the length of copy have on donor conversion?
Design
C: Control
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 26.1% | $0.00 | ||
| T1: | Short Copy | 2.9% | -89.0% | 98.7% | $0.00 |
This experiment has a required sample size of 11 in order to be valid. Since the experiment had a total sample size of 93, 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
× 89.0% decrease in conversion rate
× 0% increase in average gift
Key Learnings
To our surprise, donor conversion significantly decreased with the shorter copy. While the sample size was really small, we also knew that this experiment could have drastic results on overall revenue so we turned it off as soon as we saw that it had validated. Even though motivation of donors is high during year-end, people still need a strong reason of why they should give to the organization. By shortening the copy, we removed too much of the reasons why a person should give. In this case, we specifically removed a lot of the evidentials of the ask. This experiment shows us how important evidentials are in the value proposition – they reinforce the reason to give.