How making the problem relatable to the donor affects donor conversion rate
Experiment ID: #190358
The Heritage Foundation
Experiment Summary
Timeframe: 09/05/2024 - 10/05/2024
The Heritage Foundation is running a survey on voter fraud through paid media and email prospecting efforts. They wanted to try and increase in the instant conversion rate on the donation page. To do so, we decided to test making the problem of election fraud more relatable to the donor by adding a paragraph that says “imagine casting your vote only to find out the fraudulent activities affected the impact of your vote.”
This experiment ran for 1 month to 50% of the traffic to the page.
Research Question
We believe that making the problem more relatable to the donor for survey takers will achieve a higher donor conversion rate because it creates an emotional connection, helping donors see how their contribution directly impacts real people and situations they care about, making them more likely to feel personally responsible and motivated to take action.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 1.8% | $22.65 | ||
| T1: | Treatment 1 | 1.6% | -11.0% | 84.7% | $19.79 |
This experiment has a required sample size of 32,111 in order to be valid. Since the experiment had a total sample size of 34,205, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The key learning from this experiment is that adding a paragraph to make the issue of election fraud more relatable to donors did not lead to an increase in the donor conversion rate. In fact, the treatment group saw a decrease in transactions compared to the control group. However, the statistical level of confidence was below 85%, indicating that these results cannot be considered valid.
In future experimentation, it is important to ensure that the sample size is sufficient to provide reliable results with a higher level of statistical confidence. Additionally, it would be beneficial to test different messaging strategies to see what resonates most with donors and leads to a higher conversion rate. It is also important to consider other factors that may have influenced the results, such as the timing of the experiment or external events that could have impacted donor behavior.