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Canadian Taxpayers Federation

How a humanized donation page impacted gifts from survey takers

Experiment ID: #157548

Canadian Taxpayers Federation

Experiment Summary

Timeframe: 06/21/2023 - 07/05/2023

On an instant donation page after visitors completed a survey, we wondered if the value proposition message would resonate more strongly with potential donors if it was presented in the first person. Since the survey was relevant to investigative journalism, we tested writing the donation page language as a message from an investigative journalist “Ryan” and signing the donation page with his name as if it were a personal message to the reader. We positioned this against the winning control from our previous test – using language around the principle of scarcity and referencing that only 1% of survey takers would take an invested next step toward change by making a donation.

Research Question

We believe that humanizing a donation page for survey takers will achieve an increase in donor conversion because the message is aligned from a relevant staff member and positioned as a personal request.

Design

C: Control
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T1: Ryan
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https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ryan-3-310x270.png [thumb_385_270-width] => 310 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ryan-3-277x241.png [thumb_416_241-width] => 277 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ryan-3-448x390.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 390 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ryan-3-896x780.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 780 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ryan-3-439x382.png [thumb_574_382-width] => 439 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Ryan-3-453x395.png [thumb_776_395-width] => 453 [thumb_776_395-height] => 395 ) ) )

Results

 Treatment NameConv. RateRelative DifferenceConfidenceAverage Gift
C: Control 2.5%$42.94
T1: Ryan 2.2%-12.5% 83.8%$39.83

This experiment has a required sample size of 17,641 in order to be valid. Since the experiment had a total sample size of 17,996, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

The key learning from this experiment is that using a personal message from an investigative journalist did not resonate more strongly with potential donors. In fact, the treatment resulted in a 12% decrease in donations compared to the control with 83% level of confidence.

This experiment suggests that potential donors may not respond favorably to a personal message from a staff member. It is important to carefully consider the messaging and tone used in donation pages to ensure that they are effective in motivating donors to take action.

In future experimentation, it would be beneficial to explore other messaging strategies that may be more effective in driving donations. It may also be valuable to further analyze the specific group of new visitors who saw a significant decrease in donations and determine if there are any underlying factors that contributed to this outcome.

Overall, this experiment highlights the importance of testing and iterating on donation page messaging to continually optimize and improve conversion rates. Since this was a radical redesign from the existing copy, we could also pair the 1% language as a humanized message from Ryan going forward and see if pairing the winning message with an isolated variable makes a positive impact on conversion rate.

Experiment Documented by Rebekah Josefy
Rebekah Josefy is an Optimization Director at NextAfter.

Question about experiment #157548

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.