Does Adding Leading Copy on the Donation Page Affect Generosity?
Experiment ID: #185297
KCBI
Experiment Summary
Timeframe: 07/09/2024 - 08/12/2024
For this experiment, we wanted to see if changing the copy on the donation page would affect how generous donors give.
Below is what we found.
Research Question
We believe that changing the body copy for the acquistion donation page will achieve a higher average gift because the copy tell people exactly what their money is going to and how they (the donor) is making a difference.
Design
C: Control
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) ) )
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $0.16 | $4.13 | ||
| T1: | Variation 1 | $1.24 | 690.9% | 93.9% | $18.00 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was not met so these experiment results are not valid.
Key Learnings
The key learnings from this experiment are that changing the body copy on the donation page led to a significant increase in revenue for all traffic by 690.9% and a 362% increase in Email Acquisition. The treatment group that received the new copy that clearly explained how the donation would make a difference saw higher average gifts from donors.
These results suggest that providing specific and impactful information about where the donor’s money is going and how it will make a difference can significantly influence their decision to give more generously. Utilizing this approach in future experimentation could result in higher donation amounts and increased revenue for KCBI.
It is important to note that while the results were promising, further testing is recommended to ensure the validity of the findings. By continuing to iterate and test different messaging strategies, KCBI can continue to optimize its donation pages and ultimately drive more impactful giving from donors.