How a direct headline used at the right time affects donor conversion
Experiment ID: #2909
Hillsdale College
Experiment Summary
Timeframe: 12/24/2015 - 12/30/2015
Hillsdale College was nearing the end of their year-end fundraising campaign. Previous tests had shown that more money is raised when the outcome is sold through the headline. Simply put: we get more donors when we reflect what the donor wants rather than what the organization wants.
But headlines serve a different purpose too — they orient the user and let them know they are in the right place. As the end of year deadline loomed, Hillsdale hypothesized that a more direct headline (“Make your year-end gift to Hillsdale College”) would convert more highly motivated traffic.
They launched an A/B test to determine a winner.
Research Question
Will a direct headline convert more donors than an inspirational headline?
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 70.8% | ||
| T1: | Treatment 1 | 78.5% | 10.9% | 98.6% |
This experiment has a required sample size of 247 in order to be valid. Since the experiment had a total sample size of 764, 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
Ă— 10.9% increase in conversion rate
Ă— 0% increase in average gift
Key Learnings
The direct headline lead to a 10.9% increase in donor conversion. This tells us that while “selling outcomes” might work the majority of the time, being very direct when there is an impending deadline helps visitors know they are in the right place. This headline is a much more functional ask, but when used at the right time, can significantly impact revenue.