How asking for a special year-end gift impacted donor conversion rate on the Open Letter.
Experiment ID: #10400
Americans for Prosperity
Experiment Summary
Timeframe: 12/24/2018 - 01/10/2019
Historically, the last line of a donation page has used “transactional” messages to help the reader understand what to do next (fill out the form). We wanted to run a simple experiment to see if specifically using the last line of text before the form to make them consider a special year-end gift would outperform the transactional message.
Research Question
Will asking the donor to consider a special year-end gift outperform transactional messages about filling out the form?
Design
C: Control
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.11% | ||
| T1: | Treatment #1 | 0.50% | 349.5% | 96.5% |
This experiment has a required sample size of 1,562 in order to be valid. Since the experiment had a total sample size of 3,628, 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
× 349.5% increase in conversion rate
× 0% increase in average gift
Key Learnings
With a 96.5% confidence score, we achieved a 349.5% increase on donor conversion rate with this experiment.
The sample size was very limited on this learning. Ideally, we would want to see collect at least 100 donations on a donor conversion lift experiment, but the campaign failed to generate the type of traffic and conversions that we would need en masse to properly understand if this will consistently drive lift in conversion rates.
Further experimentation with this concept may be required moving forward. Otherwise, where appropriate, use directed asks on donation pages as opposed to transactional directions for donors on the donation page.