The Heritage Foundation

How testing the call-to-action on thank you page affects conversion

Experiment ID: #262

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?


C: Recurring Gift Ask
T1: Heritage Action Ask


  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.-

Experiment Documented by NextAfter

Question about experiment #262

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