How Copy Length on an eBook Offer Donate Page Affects Donations
Experiment ID: #5946
Hoover Institution
Experiment Summary
Timeframe: 04/04/2018 - 05/04/2018
We started out with a very long donation page for the Hoover Institution on their eBook offers, as we have noticed that long form copy on donation pages has typically performed better than short form donation pages in previous experiments on other campaigns. However, since eBook offer Facebook ads and emails are much more short and to-the-point than the typical acquisition or prospecting email, we wanted to see if tightening the value proposition and shortening the page would provide an increase in the number of donations.
Research Question
Does shortening the copy length on an eBook offer donate page provide an increase in the number of donations?
Design
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[thumb_448_410_retina-width] => 232
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) ) [1] => Array
(
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[filesize] => 404824
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[alt] =>
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[description] =>
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[sizes] => Array
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[thumb_416_241-width] => 106
[thumb_416_241-height] => 241
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[thumb_448_410-width] => 181
[thumb_448_410-height] => 410
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[thumb_448_410_retina-width] => 362
[thumb_448_410_retina-height] => 820
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[thumb_574_382-width] => 169
[thumb_574_382-height] => 382
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[thumb_776_395-width] => 174
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | first variant | 0.98% | ||
| T1: | first variant short copy | 0.00% | -100.0% | 98.6% |
This experiment has a required sample size of 399 in order to be valid. Since the experiment had a total sample size of 1,204, 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
× 100.0% decrease in conversion rate
× 0% increase in average gift
Key Learnings
As you can see, shortening the copy in this case did not lead to more donations–the long copy once again proved itself the winner. In fact, in this case the short copy version did not even produce a single conversion. This is yet another instance of industry “best practices” that do not lead to “best results.” Typically, you’ll hear things like “the less explaining you have to do, the better”, “the more concise your value proposition is, the better”, and the need to reduce length due to “modern attention spans.” However, our research continues to find that in the non-profit space — where your donors usually fall into an older demographic than most marketers target — you shouldn’t be afraid of long copy. The more you are able to explain your value proposition and go into detail while staying on message, the more conversions you can expect.