How additional value proposition copy affects donor conversion
Experiment ID: #6346
CaringBridge
Experiment Summary
Timeframe: 03/07/2017 - 03/20/2017
CaringBridge sent a fundraising email to their housefile as part of a monthly appeal. The email told a personal story from a mother who had experienced the power of CaringBridge firsthand. Their control email told a compelling personal story using a convincing personal tone, but they thought it lacked the value proposition copy necessary to compel readers to give.
They created a treatment that increased the amount of copy significantly, but provided (what they perceived to be) a stronger value proposition. They believed that even though this increased the time it took to read the email, that the additions would produce a greater return.
They split their file in half and launched an experiment to determine a winner.
Research Question
Will increasing the amount of value proposition copy increase donor conversion?
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.07% | ||
| T1: | Additional Value Proposition Copy | 0.08% | 26.7% | 96.1% |
This experiment has a required sample size of 183,794 in order to be valid. Since the experiment had a total sample size of 409,060, 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
× 26.7% increase in conversion rate
× 0% increase in average gift
Key Learnings
The treatment produced a 26.7% increase in donor conversion from the control, which showed that the amount of copy in the email is not as important as what it says. Not all words are created equal.
CaringBridge had done extensive testing in the area of personal tone—that is, getting the emails to read like an actual person wrote them. However, this concept needs to be balanced with the principle of value proposition. If the copy maintains a personal tone but does not convey enough value, then it’s just a nice communication piece.
This experiment is a good check against the concept of “long copy vs. short copy”—the most important concept is to get the right copy, regardless of length.