Will a guided reading experience on the donation page convert donors better?
Experiment ID: #194508
KCBI
Experiment Summary
Ended On: 01/08/2025
For the CYE campaign this year, we wanted to test into having a guided reading experience on the main campaign donation page. We’ve seen this work well in acquisition where it lays out the problem, the solution, and how the donor can help.
We wondered if running this during a high urgency campaign would work as well as it did during non campaign months.
Research Question
We believe that addinga. guided reading experience for the campaign donation page will achieve a higher donor conversion because the copy makes it easier to understand what problem the organization is solving .
Design
C: Control
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)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 6.1% | ||
| T1: | Treatment #1 | 4.7% | -23.6% | 46.0% |
This experiment has a required sample size of 1,898 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 learnings from this experiment are that the guided reading experience on the campaign donation page resulted in a 23.6% decrease in donations for all traffic. However, the statistical level of confidence was only 46.0%, which is below the threshold of 95% needed to consider the results valid. Therefore, these results should not be used for future decision-making. While this test is more of a coin toss on whether it will help transactions, it did increase the average gift from $84 to $106 by adding in the subheaders to the copy. In future experimentation, it is important to ensure that the sample size is sufficient to produce statistically significant results. Additionally, it may be beneficial to further test the guided reading experience and iterate on the copy to better communicate the problem the organization is solving and the impact of donor contributions. Conducting more experiments with different variations and analyzing the results with a larger sample size will provide more reliable insights for decision-making in future campaigns.