How the copy on the page affects conversion of a highly motivated audience
Experiment ID: #11596
Media Research Center
Experiment Summary
Timeframe: 08/20/2015 - 09/14/2015
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 second landing page and given the opportunity to make a gift. The copy on the page continued the messaging on the initial petition page and targeted the outrage the visitors would be feeling at the lack of media coverage for the Planned Parenthood videos.
After reviewing this copy, we realized that what the follow on page never did is acknowledge the visitor’s prior actions, specifically the signing of the petition. We decided to create a new treatment that would first thank the visitors for signing the petition and then lead in to what else they can do to help solve the problem (i.e. give a gift).
Research Question
Will recognizing and thanking the visitors for their previous action increase the donations and revenue to the subsequent page?
Design
C: Outrage
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Outrage | 1.3% | ||
| T1: | Stewardship Language | 1.3% | 3.8% | 20.9% |
This experiment has a required sample size of 410,058 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 a month and a half of running the experiment, the new treatment produced no statistically significant change in conversion or revenue. It is our hypothesis is that this lack of change goes back to a previous experiment where we learned the motivation of the visitors to this page was extremely high. The copy on the page was not the reason the majority of donors gave so any changes made would not have any significant impact.