Does Changing the Header of the Donation Page to Include Another Step Effect Donor Conversion?
Experiment ID: #189192
Moody Radio
Moody Radio is one of the largest Christian radio networks in the United States. Located in downtown Chicago, Moody Radio has 37 owned and operated stations and hundreds of affiliates and outlets that carry all or part of its programming.
Experiment Summary
Ended On: 08/12/2024
For this test, we wanted to see if we could increase donor conversion rate on an acquisition donation page by adding a leading statement on the header of a donation page.
We were seeing a ton of signups on the landing page, but the donation page had a ton of bounces. We thought that maybe it looked to much like a confirmation page and they did not scroll down or keep reading to see the donation ask.
Research Question
We believe that adjusting the headline for the donation page will achieve a higher donor conversion rate because help readers “stay longer” increase donor conversion by switching our message from “thank you” to “Just one last thing . . .”.
Design
C: Control
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T1: Treatment 1
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 2.4% | ||
| T1: | Treatment 1 | 4.7% | 98.2% | 96.4% |
This experiment has a required sample size of 487 in order to be valid. Since the experiment had a total sample size of 1,109, 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
× 98.2% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that changing the header for the donation page can significantly increase donor conversions. In this case, adding a leading statement to the header helped to capture the user’s attention and encourage them to read further down the page, resulting in a 98.2% increase in donations.
In future experimentation, it is important to continue testing different elements on donation pages to further optimize conversion rates. It is also crucial to analyze user behavior and feedback to understand what resonates with them and drives action. This experiment highlights the importance of making a strong initial impression on users and guiding them towards the donation ask effectively. This approach can be applied to other areas of the website or other campaigns to drive desired actions from users.