How visitor motivation affects donor conversion
Experiment ID: #11597
Media Research Center
Experiment Summary
Timeframe: 08/11/2015 - 08/14/2015
The Media Research Center (MRC) was running a petition to the major news networks to increase their coverage of the Planned Parenthood scandal. After the initial signature, the visitors were sent to a thank you page and given the opportunity to make a gift. The page was a two-column design in keeping with layout of the previous petition page. The left side had value proposition language relating the media coverage to the Gosnell trail and the initial Planned Parenthood video embedded in the copy.
It was our hypothesis that we were assuming too much with the visitors. By placing the donation form at the top of the page, we were visually making an ask without first giving the visitors a reason to give. Additionally, the copy focused on what MRC had done in the past instead of what it was currently doing to combat the Planned Parenthood media outage. As a result, we created a new treatment that utilized a single column design, removed the video from the page, and tweaked the copy to focus on Planned Parenthood instead of Goznell.
Research Question
Which landing page treatment will lead to the most donations and revenue?
Design
C: Double Column
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Double Column | 1.2% | ||
| T1: | Simplified, Single Column | 0.76% | -34.8% | 90.5% |
This experiment has a required sample size of 4,445 in order to be valid. Since the experiment had a total sample size of 6,404, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The single column landing page resulted in a 32% decrease in donor conversion. It is our hypothesis this decrease is less about the page layout and value proposition used and more about the motivation of the visitors. With a campaign topic as emotional as the Planned Parenthood scandal, the visitors were already highly motivated to give. By moving the donation form down on the page, we added additional friction to the process. The visitors did not need the additional reasons to give so when they didn’t see the donation form, the abandoned the process.
Most landing pages will see increased results when we place the value proposition copy before the donation form however, it is important to recognize the influence that external factors have on the donors’ motivation to give.