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Bible League Canada

Does Identity-Based Messaging Outperform Recipient-Based Messaging on a Campaign Landing Page?

Experiment ID: #199945

Bible League Canada

Experiment Summary

Timeframe: 09/29/2025 - 10/29/2025

This test ran on Bible League Canada’s Transforming India landing page, which aimed to send Bibles to waiting believers. We wanted to explore whether donor identity-based messaging could outperform the standard recipient-based messaging.

The control version emphasized the hardship and urgency experienced by Christians in India, featuring a clear call to action. The treatment led with a direct appeal to the donor’s faith and identity. The narrative remained the same, but the message positioned the donor as an active participant in Bible League’s mission.

This A/B test ran for the month of October and was split 50/50 amongst website traffic. Visitors came from a mix of meta ads, email appeals, and organic website traffic.

Research Question

We believe that framing appeal through the lens of the donor’s identity for donation page visitors will achieve an increase in donor conversion because identity-based messaging increases personal relevance and motivation to give.

Design

C: Control
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T1: Variation 1
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Results

  Treatment Name Revenue per Visitor Relative Difference Confidence Average Gift
C: Control $8.73 $142.14
T1: Variation 1 $8.66 -0.8% 0.0% $143.39

This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was not met so these experiment results are not valid.

Key Learnings

Key Learnings: This test did not produce a statistically significant difference between the control and treatment. Both versions generated nearly identical numbers of donations, with a 0.8% relative decrease in revenue per visitor. The average gift size was slightly higher in the treatment, but still not enough to come to a strong conclusion. The biggest difference was the decrease in recurring gifts (5 vs 1), but this wasn't at a statistically-significant level of confidence. Framing the landing page message around donor identity did not outperform a more traditional, recipient-focused messaging. This may suggest that:

  • There was not a clear enough difference between the control and treatment.
  • The visitors didn't have much of a preference between the two versions.
  • The donors' faith identity was already assumed through earlier steps in the journey
  Implications for Future Experimentation: While this test didn't lead to increased donor conversion, the results reinforce that the original messaging is strong and well-aligned with donor motivation. Future tests might explore:
  • Testing the identity-based language earlier in the donor journey
  • Combining identity with stronger urgency or social proof to create a more layered motivation
  • Identity framing language in a colder traffic segment where shared beliefs aren't assumed
 

Experiment Documented by NextAfter

Question about experiment #199945

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.