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American Cornerstone Institute

How a continuation headline affects donor conversion

Experiment ID: #163332

American Cornerstone Institute

Experiment Summary

Timeframe: 11/03/2023 - 11/20/2023

In an effort to optimize the instant donor conversion rate on our Pro-Life Statement Donation Page, we evaluated treatments to enhance user engagement. As a result, we implemented a continuation headline: “[First Name], your name has been added. Before you go, would you consider making a gift to fight for the unborn?”

We believe the original headline was inadvertently being perceived as a mere “thank you” page, potentially leading visitors to prematurely exit. Recognizing the need to convey a compelling message that extends beyond gratitude, the revised headline is designed to convey a sense of purpose and entice visitors to explore further down the page.

By using the new headline, visitors will know that there is more waiting for them on the page. Therefore, increasing engagement on the donation page resulting in a higher number of transactions.

Research Question

We believe that adding a continuation headline for donation page visitors will achieve an increase in the donor conversion rate because the continuation headline will provide more clarity on next steps for the visitors. because the continuation headline will provide more clarity on next steps for the visitors.

Design

C: Control
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T1: Variation 1
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[large-width] => 423 [large-height] => 512 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Variation_1-4.png [1536x1536-width] => 423 [1536x1536-height] => 512 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Variation_1-4.png [2048x2048-width] => 423 [2048x2048-height] => 512 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-41x50.png [admin-width] => 41 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/Variation_1-4.png [full-width] => 423 [full-height] => 512 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-372x450.png [thumb_372-width] => 372 [thumb_372-height] => 450 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Variation_1-4.png [single_post_thumbnail-width] => 423 [single_post_thumbnail-height] => 512 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-26x32.png [thumb_32_32-width] => 26 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-40x48.png [thumb_48_48-width] => 40 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-53x64.png [thumb_64_64-width] => 53 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-106x128.png [thumb_128_128-width] => 106 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-55x67.png [thumb_122_67-width] => 55 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-126x153.png [thumb_153_153-width] => 126 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-130x157.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 157 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-146x177.png [thumb_232_177-width] => 146 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Variation_1-4.png [thumb_272_325-width] => 423 [thumb_272_325-height] => 512 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-271x328.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 328 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-224x271.png [thumb_271_271-width] => 224 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-142x172.png [thumb_272_172-width] => 142 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-372x450.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 450 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-372x450.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 450 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-223x270.png [thumb_385_270-width] => 223 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-199x241.png [thumb_416_241-width] => 199 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-339x410.png [thumb_448_410-width] => 339 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Variation_1-4.png [thumb_448_410_retina-width] => 423 [thumb_448_410_retina-height] => 512 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-316x382.png [thumb_574_382-width] => 316 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-326x395.png [thumb_776_395-width] => 326 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Variation_1-4.png [gform-image-choice-sm-width] => 248 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Variation_1-4.png [gform-image-choice-md-width] => 330 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Variation_1-4.png [gform-image-choice-lg-width] => 423 [gform-image-choice-lg-height] => 512 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 4.9% $34.51
T1: Variation 1 6.4% 31.4% 97.2% $43.45

This experiment has a required sample size of 1,740 in order to be valid. Since the experiment had a total sample size of 4,379, 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
× 31.4% increase in conversion rate
× 25.9% increase in average gift
65.4% increase in revenue

Key Learnings

The key learnings from this experiment are as follows: 1. The addition of a continuation headline significantly increased user engagement and donor conversion rate. The treatment saw a 31.4% increase in Transactions for All Traffic, with a high level of statistical confidence (97.2%). 2. The revised headline, which conveyed a sense of purpose and enticed visitors to explore further down the page, was more effective than the original headline that seemed like a mere "thank you" page. 3. Revenue experienced an 1.1% increase, while One-Time Donations saw a 33.4% increase, both with a high level of statistical confidence (97%). This indicates that the treatment not only increased donor conversion but also resulted in slightly higher donation amounts. In future experimentation, it is important to consider the impact of messaging and headlines on user engagement and conversion rates. This experiment showed that a clear and compelling continuation headline can significantly improve user engagement and lead to higher conversion rates. It would be beneficial to test continuation copy throughout the body of the donation page to push even more visitors to the donation form to increase our instant donor conversion rate.

Experiment Documented by NextAfter

Question about experiment #163332

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