How exclusivity language on a high-urgency pop-up impact donor conversion
Experiment ID: #193553
Reasons to Believe
Experiment Summary
Ended On: 12/03/2024
For RTB’s first-ever Giving Day, we hypothesized that the inclusion of exclusivity language — highlighting that the donor is joining a unique or exclusive group of donors to the first RTB Giving Day — will improve conversion rate.
Research Question
We believe that including exclusivity language for users on the RTB website will achieve an increase in donor conversion rate because it highlights the donor’s identification with a group, beyond just being a donor..
Design
C: Control
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T1: Treatment 1
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.15% | ||
| T1: | Treatment 1 | 0.59% | 303.0% | 82.3% |
This experiment has a required sample size of 1,421 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
The key learning from this experiment is that including exclusivity language on the RTB website did lead to a significant increase in donor conversion rate. However, the statistical level of confidence was only 68.9%, which is below the generally accepted threshold of 85% for valid results.
In future experimentation, it is important to ensure that the sample size is large enough to produce statistically significant results. Additionally, it would be beneficial to run the experiment for a longer period of time to gather more data and increase the confidence level of the results.
While the initial findings are promising and suggest that exclusivity language may indeed impact donor conversion rate positively, we should not make any definitive conclusions or implement permanent changes based on these results alone. Further testing with a larger sample size and longer duration is needed to validate the impact of exclusivity language on donor conversion rate.