How personalizing the donation page headline affected conversion
Experiment ID: #4596
Hillsdale College
Experiment Summary
Timeframe: 06/06/2016 - 08/02/2016
In an experiment with another NextAfter partner, we had found that personalizing the headline of a donation page increased the likelihood to give by 20%. With Con101 being the biggest source of acquisition for Hillsdale, we wanted to know if the same change would have the same level of impact for them. We set up a test where the only change on the page was customizing the headline to include the potential donor’s first name.
Research Question
Will personalizing the headline to include the potential donor’s name increase conversion rate?
Design
C: Control
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 7.1% | $58.68 | ||
| T1: | Variation 1 | 7.4% | 5.0% | 79.3% | $55.60 |
This experiment has a required sample size of 41,832 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
After 2 months of running the test, we did not see any significant lift to revenue or conversion rate when we personalized the donation page headline. This is another good example that there is no such thing as “best practices” in the nonprofit world. What works for one organization is not necessarily applicable to everyone. This is why we must test each and every hypothesis to ensure and changes have the intended impact.