How the length of copy affects the follow on conversion
Experiment ID: #2134
Heritage Action for America
The Heritage Foundation
Experiment Summary
Timeframe: 07/03/2015 - 09/25/2015
One of the best fundraising methods for Heritage Action for America is a follow on ask for Heritage donors. After a Heritage donor has completed their gift, they are prompted with a second ask for their sister organization. Friction for this ask has been dramatically reduced by requiring them to only enter the amount they want to give.
The copy associated with this follow on ask is relatively long since the value proposition changes between the first ask and the second. We had the hypothesis that this longer ask might not be necessary for donors and may actually be hurting our conversion. We decided to simplify the language and test the treatment.
Research Question
Which treatment will acquire the most donors for a follow on ask?
Design
C: Full Value Prop
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T1: Simplified Ask
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Full Value Prop | 15.8% | ||
| T1: | Simplified Ask | 15.3% | -3.1% | 9.7% |
This experiment has a required sample size of 41,069 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 three months of testing, we discovered a handful of learnings.
- The first is that we did not have enough traffic to this follow on ask to validate a small change like reducing the copy. We either needed to expand the area of the website being tested or need to develop a more radical change.
- The second is that the friction associated with the length of the copy did not impact the overall conversion of the page.