Does changing the headline language on a donation form impact conversion rates?
Experiment ID: #196259
Save the Children
Experiment Summary
Timeframe: 10/10/2024 - 10/15/2024
This test explored the psychological impact of changing the headings for the steps on the donation form. The goal was to increase conversion and average gift by creating a sense of empowerment for the visitor through phrasing the headings as questions.
Our hypothesis was that changing the headings on the donation form will increase donor conversion. This is because when users are presented with a softer, more personalized heading, they are more likely to engage, and ultimately convert. Changing the headings to a question provides the user with more sense of control during their interaction.
Research Question
We believe that changing the headings to a question for potential donors will achieve a change in donor conversion rates.
Design
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 16.4% | ||
| T1: | Treatment #1 | 14.4% | -12.5% | 84.0% |
This experiment has a required sample size of 2,379 in order to be valid. Since the experiment had a total sample size of 2,447, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The key learning from this experiment is that changing the headings on the donation form to questions did not result in an increase in donor conversion rates. In fact, the treatment group saw a decrease in donations compared to the control group. However, the statistical level of confidence was below 95%, meaning that these results cannot be considered valid. In future experimentation, it is important to carefully analyze the data and consider the statistical significance of the results before making any conclusions or changes based on an experiment. It may also be beneficial to test different variations of the headings or other elements of the donation form to see what resonates best with potential donors. Additionally, considering factors such as the wording, tone, and placement of elements on the form could also impact donor conversion rates. Overall, it is essential to approach experimentation with a mindset of continuous learning and improvement, using data-driven insights to inform decision-making and optimize the donation process for the best results.