How adding autonomy-supportive copy to a donation page impacts donations
Experiment ID: #186930
Dallas Theological Seminary
Experiment Summary
Timeframe: 07/19/2024 - 08/27/2024
While sending visitors from a free course sign up page to an instant donation page, we noticed the copy on the page could be improved. The copy was rewritten to include things like: a simplified opening, removed redundancy, conversational tone, clarity in donation impact, and consistent gratitude. We hypothesized that this would encourage more donors to make a donations if they felt as if they had more freedom in their decision.
Research Question
We believe that adding autonomy-supportive copy for people who have signed up for a course will achieve more donations because donors will feel like they have the freedom to make their decision.
Design
C: Control
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Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $1.78 | $49.23 | ||
| T1: | Variation 1 | $3.01 | 69.1% | 99.7% | $60.01 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was met so these 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
× 38.7% increase in conversion rate
× 21.9% increase in average gift
69.1% increase in revenue
Key Learnings
The key learnings from this experiment are:
1. Autonomy-supportive copy significantly increased donations: By providing donors with a sense of freedom in their decision-making process, we were able to increase revenue for all traffic by 69.1% with a high level of statistical confidence. This shows that empowering donors to make their own choices can lead to more positive outcomes.
2. One-Time Donations and Transactions significantly increased: The treatment resulted in a 398% increase in One-Time Donations with a 96% level of confidence, as well as a 385% increase in Transactions with a 95% level of confidence. This indicates that the revised copy not only encouraged more donations but also led to larger contributions in terms of one-time donations.
Moving forward, we should use the learnings from this experiment in future experimentation by continuing to focus on autonomy-supportive messaging in our donation appeals. By emphasizing donors’ freedom to choose and the impact of their contributions, we can potentially see continued increases in donations and revenue. Additionally, we should iterate on the successful elements of the revised copy to refine our approach and further optimize our donation pages for maximum impact.