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

 Treatment NameConv. RateRelative DifferenceConfidence
C: treatment 1 [moved] 0.58%
T1: treatment 2 0.26%-55.1% 61.7%

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. 


Experiment Documented by Allison Autrey

Question about experiment #7478

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.