The Heritage Foundation

How a softer call to action affects conversion

Experiment ID: #3503

The Heritage Foundation

Experiment Summary

Timeframe: 03/14/2016 - 03/18/2016

The Heritage Foundation was promoting their Membership Card to non-members giving them the opportunity to become a member.

Anticipating that the direct ask to “become a member” would receive fewer (but more motivated) clicks from the email, they wanted to test whether the added step and call-to-action to “confirm the name on your card” would generate more clicks, and result in more donations.

Since they weren’t making a direct ask, they created a different offer flow for this treatment. They created a two-step form for the treatment that started with a simple “confirm your name” step (pre-populated with the visitor’s name), and then took them to complete their donation. Because the visitor was indicating their intent to become a member by completing the first step, they removed much of the sales copy on the donation page in order to remove friction from the process.

Research Question

Will a softer call to action generate more donations?

Design

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T1: Confirm your name

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[tp-image-grid-width] => 662 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/confirm-1-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/confirm-1-47x50.png [admin-width] => 47 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/confirm-1.png [full-width] => 678 [full-height] => 717 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/confirm-1-372x393.png [thumb_372-width] => 372 [thumb_372-height] => 393 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/confirm-1-591x625.png [single_post_thumbnail-width] => 591 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/confirm-1-30x32.png [thumb_32_32-width] => 30 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/confirm-1-45x48.png [thumb_48_48-width] => 45 [thumb_48_48-height] => 48 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/confirm-1-61x64.png [thumb_64_64-width] => 61 [thumb_64_64-height] => 64 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/confirm-1-121x128.png [thumb_128_128-width] => 121 [thumb_128_128-height] => 128 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/confirm-1-63x67.png [thumb_122_67-width] => 63 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/confirm-1-145x153.png [thumb_153_153-width] => 145 [thumb_153_153-height] => 153 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/confirm-1-130x137.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 137 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/confirm-1-167x177.png [thumb_232_177-width] => 167 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/confirm-1-544x575.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 575 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/confirm-1-271x287.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 287 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/confirm-1-256x271.png [thumb_271_271-width] => 256 [thumb_271_271-height] => 271 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/confirm-1-163x172.png [thumb_272_172-width] => 163 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/confirm-1-372x393.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 393 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/confirm-1-372x393.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 393 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/confirm-1-255x270.png [thumb_385_270-width] => 255 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/confirm-1-228x241.png [thumb_416_241-width] => 228 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/confirm-1-388x410.png [thumb_448_410-width] => 388 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/confirm-1.png [thumb_448_410_retina-width] => 678 [thumb_448_410_retina-height] => 717 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/confirm-1-361x382.png [thumb_574_382-width] => 361 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/confirm-1-374x395.png [thumb_776_395-width] => 374 [thumb_776_395-height] => 395 ) ) )

Results

	Treatment Name	Conv. Rate	Relative Difference	Confidence
C:	Direct Ask	4.5%
T1:	Confirm your name	2.2%	-51.6%	100.0%

This experiment has a required sample size of 422 in order to be valid. Since the experiment had a total sample size of 5,856, 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
× 51.6% decrease in conversion rate
× 0% increase in average gift

Key Learnings

The softer call to action generated a 54% increase in clicks, but a 51.6% decrease in donations. This revealed a key insight: all traffic is not the same. Visitors come with different motivations, and the traffic to the treatment flow was not at all “sold”.

This prompted a second test to see if reintroducing the value proposition copy on the follow-on donation form would affect the results.

Experiment Documented by Jeff Giddens

Jeff Giddens is President of NextAfter.

Question about experiment #3503

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