How testing the call-to-action on thank you page affects conversion
The Heritage Foundation
Founded in 1973, The Heritage Foundation is a research and educational institution—a think tank—whose mission is to formulate and promote conservative public policies based on the principles of free enterprise, limited government, individual freedom, traditional American values, and a strong national defense.
Experiment Summary
Timeframe: 11/19/2014 - 12/08/2014
With the number of donors each month, the thank you page on the primary Heritage donation form offered an opportunity for testing. In an effort to further capitalize on the donor’s motivation, we created two follow-on calls-to-action to either become a recurring monthly donor or to give a gift to their sister organization, Heritage Action.
Research Question
Which call-to-action will produce the greatest amount of revenue in the long term?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Recurring Gift Ask | 5.4% | $321.00 | ||
| T1: | Heritage Action Ask | 28.9% | 439.3% | 99.9% | $84.77 |
This experiment has a required sample size of 18 in order to be valid. Since the experiment had a total sample size of 101, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
0% increase in traffic
× 439.3% increase in conversion rate
× 73.6% decrease in average gift
42.4% increase in revenue
Key Learnings
The follow-on call-to-action of giving to Heritage Action produced significantly more gifts and additional revenue beyond what would be provided by the monthly donors. The revenue given in the Heritage Action donation even out performed the recurring donor revenue when the recurring donor gifts were multiplied to account for the recurring nature of the gift. The donors saw Heritage Action as another way to make their gift go further which carried more value in their mind.
This follow-on call-to-action will be rolled out to other donation forms maintained by Heritage and it will be utilized in future campaigns for join fundraising opportunities.-