How communicating what the benefits are to the donor impacts donor conversion
Care Net
Experiment Summary
Timeframe: 11/10/2020 - 12/07/2020
Care Net has a stand alone monthly gift acquisition donation page. In an effort to increase the number of recurring gifts and the overall revenue, they tested adding copy to the page that communicated tangible benefits for the donor.
Research Question
Will adding the donor benefits impact conversion on a monthly donation page?
Design
C: Control
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T1: With Benefits
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Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $2.12 | $74.10 | ||
| T1: | With Benefits | $3.09 | 46.2% | 72.4% | $86.65 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was not met so these experiment results are not valid.
Key Learnings
The experiment was only able to run for a short time before traffic to the page was no longer being pushed to it. But during the week the experiment ran, there was no negative impact on monthly donor conversion and we even saw promising data that there could be an increase in overall revenue. While we will want to test this again, these initial data points tells us that the donor benefit language could have a significant impact on overall revenue; people like and want to know what they will receive by becoming a monthly donor and increases motivation to give and give more generously.