How adding a transitional sentence in the header of the donation page impacts donor conversion rate
Experiment ID: #116099
International Mission Board
Experiment Summary
Timeframe: 11/28/2022 - 12/12/2022
The IMB has an advent offer where they ran a donation page experiment on the instant donation page in order to increase donor conversion rate. Typically instant donation pages only have a thank you statement or acknowledgement as the header but in order for the page to not seem like a confirmation page, we wanted to add a transitional sentence to let people know that there’s more to read and take action on in the donation page.
Traffic to this donation page was driven by both paid facebook ads and housefile email traffic
Research Question
We believe that adding a transitional sentence in the header of an instant donation page for ebook downloaders will achieve an increase in donor conversion rate .
Design
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 4.7% | $0.00 | ||
| T1: | Headline Treatment | 1.2% | -74.0% | 100.0% | $0.00 |
This experiment has a required sample size of 185 in order to be valid. Since the experiment had a total sample size of 1,658, 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
× 74.0% decrease in conversion rate
× 0% increase in average gift
Key Learnings
The results of this experiment indicate that IMB’s audience do not respond to the transitional statement in the header. We saw a valid 74% decrease in donor conversion rate. This could be because in an effort to transition to the appeal quicker, we actually removed the “thank you” sentence originally in the control of this donation page. It could be that the act of thanking them first before asking them to take another action actually demotivated people to take the additional step to give.
A follow up test could be to include the thank you in the header and add the transitional sentence so that grateful sentiment isn’t lost in the messaging.
Notable changes to other metrics due to the experiment:
- Revenue experienced a 95.0% decrease with a 88% level of confidence.
Observations of the impact on other visitor segments in the experiment:
- Desktop visitors had an 85.7% decrease in donations with a 100% level of confidence.
- Returning visitors had an 84.7% decrease in donations with a 100% level of confidence.