How a Clear Call to Action Impacted Monthly Donor Conversion on a Donation Page
Experiment ID: #19407
Care Net
Experiment Summary
Timeframe: 01/16/2019 - 08/13/2019
For several years, Care Net has used the same value propositional language for our monthly donor acquisition page. Every January, we would send out a series of appeals seeking to raise new monthly donors, donors we called “Caring Partners.” As we prepared for the January 2019 campaign, we revisited the donation page and realized that the copy was full of organizational language that may add friction. We wondered if anyone really wanted to become a “caring partner” or even knew what that phrase meant. We also saw that we had copy dedicated to selling a list of benefits to becoming a monthly donor and wondered if those benefits really mattered. Did people become monthly donors because they wanted a “dedicated Care Net team member to serve them?” We stripped out these sections of the page and radically redesigned the copy. We boiled down the value proposition into one key statement: Save babies 365 days a year by becoming a monthly donor. We kept the copy focused on the donor and the impact of their gift of $1/day. We linked it to a concrete number of lives saved by monthly donors since 2008. We broke out the impact of the monthly gift using bullet points. We did not set up a straight AB test, however we had historic data from the page we used the prior campaign that we could use to compare to the new redesigned page.
Research Question
Will stripped down value proposition with a clear impact CTA increase the number of monthly donors acquired on our donation page?
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 5.0% | ||
| T1: | Clear 365 Days a Year Value Proposition | 7.5% | 51.0% | 97.6% |
This experiment has a required sample size of 814 in order to be valid. Since the experiment had a total sample size of 7,810, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
0% increase in traffic
× 51.0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The new page performed far and above the old one. It was so successful, that we kept using it in a wide variety of campaign offers which is why the traffic was so much higher than the control page. It is important to note that the variation had a conversion rate around 15% during the January campaign, the lower conversion rate reflects the average of all visitors to the page between Jan-August.
Few people are excited about becoming a monthly donor because of “benefits” Care Net provides. They want to save babies 365 days a year. This new value proposition was clearer and more appealing.