How concise copy and additional clarity impacted donor conversions for a content offer
Experiment ID: #167723
Focus on the Family
Experiment Summary
Timeframe: 01/05/2024 - 01/16/2024
In an effort to increase the donor conversion rate on IMB’s Prayer Calendar campaign, we decided to run a copy test to condense some of the copy. Our hypothesis was that the more concise the copy, the higher level of comprehension for the potential donor therefore, leading them to the donation form quicker.
We believe that simplifying the language, reordering information for a more logical flow, and emphasizing key points will lead to increased clarity and comprehension. As a result, we believe the treatment version will outperform the control version in terms of donor understanding and response, leading to a higher conversion rate.
Research Question
We believe that simplifying the language, reordering information for a more logical flow, and emphasizing key points for visitors will achieve an increase in clarity and comprehension.
Design
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[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Variation_1-6.png
[tp-image-grid-width] => 602
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-150x150.png
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[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-43x50.png
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[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Variation_1-6.png
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[thumb_272_325-width] => 544
[thumb_272_325-height] => 633
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[thumb_448_410_retina-height] => 820
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[thumb_574_382-height] => 382
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[thumb_776_395-width] => 339
[thumb_776_395-height] => 395
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[gform-image-choice-sm-width] => 258
[gform-image-choice-sm-height] => 300
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[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Variation_1-6.png
[gform-image-choice-lg-width] => 516
[gform-image-choice-lg-height] => 600
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 3.8% | $37.79 | ||
| T1: | Variation 1 | 3.9% | 1.1% | 3.1% | $24.20 |
This experiment has a required sample size of 1,629,254 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
The key learning from this experiment is that simplifying the language, reordering information for a more logical flow, and emphasizing key points in the copy had a very slight lift in the number of transactions. While the treatment version of the campaign showed a 1.1% increase in transactions, the statistical level of confidence was only 3.1%, falling below the recommended threshold of 95% for validity.
Furthermore, we saw a a drop of 35.3% in revenue between the control and treatment at a 12.1% level of confidence. While this did not validate, it is important to consider in future decision making that IMB's donors give less when they are given less value proposition, and more concise copy may lead to a lower average gift.
In future experimentation, it is important to carry out the A/B test for a longer duration to gather a larger sample size and increase the statistical power. This will help establish a more reliable and accurate conclusion about the effectiveness of the treatment version. Additionally, it may be beneficial to further refine and optimize the treatment version based on the insights gained from this experiment. Overall, the learnings from this experiment should be used as a starting point for further iterations and testing to drive improved results.