How the call-to-action of the button impacted donor conversion
Experiment ID: #6500
Illinois Policy Institute
Experiment Summary
Timeframe: 03/31/2017 - 04/14/2017
A previous analysis of the Dear Reader experiment found that we were able to drive a significant volume of donor traffic to the donation page but were seeing an 8% conversion of those visitors. Given the low conversion of the traffic, we developed a hypothesis that the call-to-action “Support Illinois Policy Institute” may not be clear enough. We decided to test the language on the button using a more direct “Donate Today” call-to-action. Our hypothesis is that this direct statement would receive less overall traffic but more donor motivated traffic.
Research Question
Will a more direct call to action increase the motivation and subsequent donor conversion of website visitors?
Design
C: Support Illinois Policy Institute
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T1: Donate Today
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Support Illinois Policy Institute | 0.02% | ||
| T1: | Donate Today | 0.03% | 95.9% | 57.3% |
This experiment has a required sample size of 72,847 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
After running for 2 weeks, we had not yet reach statistical validity. Based upon the progress of the test, we expected it would take another full month before we would know with certainty the impact of the experiment. We decided to move on to another experiment that we felt could have a higher potential impact and roll out the “Donate Today” language for future iterations.