How does conversational, donor-focused language affect donation rates on an instant donation page.
Experiment ID: #142164
The Heritage Foundation
Experiment Summary
Timeframe: 03/07/2023 - 04/14/2023
In an effort to improve the performance of an instant donation page for a content offer that was seeing healthy sign-up rates, we wanted to know how a more conversational tone and donor-focused language would affect donation rates.
We noticed that the instant donation page, as it existed, spoke a lot about the difference the organization was going to make—but we believed there was an opportunity to frame it in such a way that would put the donor at the center of the solution with more conversational language that would forge a stronger connection with the reader.
Research Question
We believe that using conversational, donor-focused language on an instant donation page will achieve higher donation rates by putting the donor at the center of the solution and making the appeal more relatable.
Design
C: Control
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.59% | $0.00 | ||
| T1: | Conversational Tone | 0.91% | 54.5% | 97.9% | $0.00 |
This experiment has a required sample size of 5,517 in order to be valid. Since the experiment had a total sample size of 15,427, 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
× 54.5% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that using conversational and donor-focused language on an instant donation page can significantly increase donation rates. The treatment showed a 54.5% increase in donations for all types of traffic with a 97.9% level of confidence. Desktop visitors had a 1184% increase, returning visitors had a 2138% increase, referral visitors had a 71% increase, and 18-24 visitors had a 7421% increase in donations, all with a 100% level of confidence.
In future experimentation, it is important to continue using conversational and donor-focused language to engage potential donors and establish a connection between them and the organization. It may also be beneficial to segment target audiences and tailor messaging to specific age groups or referral sources to further optimize donation rates. Regular experiments and testing will help identify the most effective language and strategies for donation pages.