Hoover Institution
How simpliying donation page copy flow affects conversion rate
Experiment ID: #7478
Hoover Institution
Experiment Summary
Timeframe: 12/11/2018 - 01/10/2019
Hoover institution was running their Dueling Populisms offer with their classic control instant donation page, with bulleted gift impact statements. They wanted to test a version that removed the bullet points and rearranged some of the original copy.
Research Question
Which version of the donation page copy and format resonates with more donors?
Design
C: treatment 1 [moved]
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T1: treatment 2
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) ) )
Results
This experiment has a required sample size of
3,617 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
Although the experiment did not validate, we did see a decrease in donation conversion from the treatment. This could be because the bulleted version lays out the reasons for giving in a more clear and concise manner.