How donor page redesign affects visitor motivation
Experiment ID: #4272
Alliance Defending Freedom
Experiment Summary
Timeframe: 05/20/2016 - 06/13/2016
After the Safe Bathroom campaign initially launched, we noticed that the donation page had a relatively low conversion rate of 1% to 2%. After examining the donation page, we decided to run a radical redesign that would reduce the length of the page while reinforcing the reason they initially signed the pledge that led them to this page. This radical redesign would also bring in imagery from the original page to try to reinforce that original value proposition.
Research Question
Which donation page will result in the greatest conversion rate and revenue?
Design
C: Original
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[modified] => 2021-02-25 04:27:05
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Original | 1.3% | ||
| T1: | Radical Redesign | 1.0% | -21.3% | 38.9% |
This experiment has a required sample size of 11,659 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
This experiment is a good example of why it is necessary to give experiments enough time before making any quick decisions. At the initial launch of the experiment, the Control seemed to have a significantly higher conversion rate but, as time went on, this difference leveled out. By the time we ended this experiment, there was less than a 70% level of confidence in either treatment meaning neither showed significant signs of improvement over the other.
This test largely focused on tactical aspects of the page such as form length and imagery. In the end, those changes were not enough to sway the visitors to give a gift.