How positive or negative tone in donation page copy impacts donor conversion
Experiment ID: #6849
Live Action
Experiment Summary
Timeframe: 06/15/2017 - 06/21/2017
Live Action was running a high-urgency campaign centered around the topic of cultivating a culture of life. They wanted to test whether a positive tone that focused on donor impact (“You can help create a culture of life”) or a negative tone that focused on media silencing of the pro-life voice (“Our voice is being silenced”) would motivate more people to give.
The elements tested were headline and body copy. All other elements remained the same.
Research Question
Does a positive or negative tone on a donation page motivate more people to give?
Design
C: Positive
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T1: Negative
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Positive | 25.9% | $46.33 | ||
| T1: | Negative | 22.6% | -12.7% | 57.4% | $49.88 |
This experiment has a required sample size of 1,302 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
Though this experiment didn’t validate, there was still a 12.7% decrease in conversion rate on the negatively-toned variant. This is due to a couple of things:
- People like to know that their gift will make a positive and direct impact. Positive and uplifting language empowers the reader and makes them feel like their gift is making a difference.
- The negative-tone test was focused on things happening to Live Action (being silenced by the media), which was not as directly affective to the donor as the positive tone test- changing their culture. People aren’t as likely to feel they can really change that situation.
How