How active language in the call to action increases donor conversion
Experiment ID: #6959
Live Action
Experiment Summary
Timeframe: 05/26/2017 - 06/14/2017
Live Action wanted to increase donations on their main donation page. They tested the copy used on the “Donate” button in the navigation of liveaction.org. After finding that the copy “Defend the Preborn” had a 60% increase in clicks over the original “Donate” copy and the other treatment, “Support Live Action”, they tested which copy converted more donors.
Research Question
Does active language on a donate button increase donor conversion?
Design
C: Defend the Preborn
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T1: Support Live Action
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Defend the Preborn | 0.52% | ||
| T1: | Support Live Action | 0.76% | 46.5% | 94.5% |
This experiment has a required sample size of 8,420 in order to be valid. Since the experiment had a total sample size of 16,216, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The control was “Defend the Preborn” and treatment #1 was “Support Live Action”. “Support Live Action” had a 46.5% increase in donations over “Defend the Preborn.” So while “Defend the Preborn” was able to get more people to the donation page initially, more people gave a donation using the text “Support Live Action”. What this tells us is that even though people were more motivated to click on “Defend the Preborn”, the lack of clarity in that copy to where they would be taken resulted in less people converting to what the primary objective was on the page – to give a gift. By using more active language with greater clarity, we were able to increase traffic to the donation page and increase donations and revenue.