How the messaging approach for the donation page impacts donor conversion
Experiment ID: #9062
Alliance Defending Freedom
Experiment Summary
Timeframe: 04/27/2018 - 05/21/2018
The NIFLA statement of belief had received significant attention in our optimization efforts, especially at the top of the funnel. However, we had not yet done much testing in the final step of the process which was the donation page. This offer was going to be sent to the existing subscriber base so, with the potential influx of visitors, we decided to set up a test on this final page.
After reviewing the existing page, we had a hypothesis that we could improve the results by altering the delivery of the value proposition. Instead of focusing on the work being done, we shifted our message to focus on what could happen if we were to fail. Our hypothesis was that by focusing on people’s fear of loss, we could increase the urgency of the appeal.
Research Question
Will targeting the visitors’ fear of loss increase the overall donor conversion?
Design
C: Original
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Original | 3.2% | ||
| T1: | Fear of Loss | 3.1% | -2.4% | 10.3% |
This experiment has a required sample size of 384,075 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 nearly a month, we did not see a statistically significant difference between the two variants. This would suggest the two tactics were not radically different enough to increase the urgency of the appeal. For future testing, it would be best to test a new tactic for increasing the perceived urgency of the appeal.