How matching gift copy affects clickthrough rate on a modal popup
Experiment ID: #8190
FamilyLife
Experiment Summary
Timeframe: 12/26/2018 - 12/28/2017
FamilyLife was in the final week of their year-end campaign, and launched a modal popup to point web traffic to the donation page. The popup contained a countdown clock as well as urgency-focused message. The default version of the popup had language that echoed the headline, but they wondered if including matching gift language would increase clickthrough rate.
They created a treatment that kept urgent language, but added in the fact that the gift would be matched dollar-for-dollar. They launched a test to determine a winner.
Research Question
How does matching gift language affect clickthrough rate on a modal popup window?
Design
C: Dollar for Dollar
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Dollar for Dollar | 1.3% | ||
| T1: | Days Left | 2.1% | 56.7% | 98.7% |
This experiment has a required sample size of 2,291 in order to be valid. Since the experiment had a total sample size of 7,226, 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:
56.7% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The treatment (with matching gift language) produced a 56% increase in clickthrough rate. This test revealed that while urgency is key to any message with a deadline (especially at the end of the year), incentive can provide additional lift for action oriented copy.
In the control, the potential donor is presented with four elements to inspire them to click through and give: an urgent headline, a countdown clock, additional copy above the button, and the button copy. But in the treatment, the matching gift language provides a fifth element, without leaving out any of the previous four—incentive.
Many times, calls-to-action have one of these elements, but not the other. This test shows the power of combining the two.