How presenting a problem to the reader affects donor conversion.
Experiment ID: #4537
Harvest Ministries
Experiment Summary
Timeframe: 07/11/2016 - 07/21/2016
Harvest wanted to test the motivation of their donors. To do this, they ran a test on their primary donation page. The control focused on the personal impact a donor can have. The headline of the control said, “Your gift helps reach the lost with the gospel of Jesus Christ.” The treatment didn’t initially focus on the impact a person could have, but rather presented a problem in the headline and then mentally walked a person through how Harvest Ministries could solve that problem with the donors help. The headline of the treatment said, “The World Needs the Gospel of Jesus Christ.”
Traffic going to the primary donation page was then split between the two variants for the test.
Research Question
Which copy approach would generate more donations?
Design
C: Your impact
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T1: Presenting a Problem First
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Your impact | 14.9% | ||
| T1: | Presenting a Problem First | 12.1% | -18.8% | 98.0% |
This experiment has a required sample size of 1,097 in order to be valid. Since the experiment had a total sample size of 3,959, 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:
0% increase in traffic
× 18.8% decrease in conversion rate
× 0% increase in average gift
Key Learnings
Our hypothesis was that by mentally walking a person through how giving a gift to Harvest Ministries would solve the problem we presented them with, we would increase donations. Our hypothesis was wrong. We saw a 18.8% decrease in donations with the treatment. What this tells us is that donors are more motivated by initially knowing the personal impact they can have than by presenting them with a problem and showing them later in the mental process of giving a gift that they can have an impact.