How prioritizing match language affects donor conversion
Experiment ID: #5999
CaringBridge
CaringBridge offers free personal, protected websites for people to easily share updates and receive support and encouragement from their community during a health journey. Every 7 minutes, a CaringBridge website is created for someone experiencing a health event.
Experiment Summary
Timeframe: 12/07/2016 - 01/17/2017
CaringBridge had a matching gift offered during their year-end campaign from a user who had personally experienced the value proposition of the organization. They knew that stories had been powerful vehicles for fundraising campaigns, but this story had the added power of a matching gift.
They deliberated whether to put the match announcement at the beginning of the email or after the story. Putting it at the beginning would allow people who were already motivated to give to make their donations right away. But putting it at the end might allow people to be drawn in by the story first and potentially result in more donations once the powerful story was augmented by the match. They decided to put it to a test and split their file to determine a winner.
Research Question
How does putting match language before a story affect conversion?
Design
C: Leading with Story
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Leading with Story | 2.2% | ||
| T1: | Leading with Match | 2.9% | 32.7% | 64.4% |
This experiment has a required sample size of 3,751 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
The treatment, which led with the matching gift announcement, produced a 32.7% lift in conversion, although the experiment did not reach statistical validity. This suggests that the directness of the match language was a powerful motivator, or that it possibly framed the story and resulted in more donors being led to take action.
However, this test will need to receive more traffic to produce a valid result.