How a more positive tone in copy impacts donor conversion metrics on a high urgency campaign donation page
Experiment ID: #189947
American Cornerstone Institute
Experiment Summary
Timeframe: 08/26/2024 - 08/29/2024
Every year, ACI runs a high urgency campaign for Dr. Carson’s birthday for people to sign his card.
This year, we wanted to test running this year’s donation page copy vs last year’s copy. The 2024 copy had more visual styling on the page in the form of headers and more easy to consume paragraphs and sections as well as a heavier focus on Dr. Carson’s values and a positive tone.
The 2023 copy had a more negative and fearful approach to acquiring more donations and used a much more simple page style.
Research Question
We believe that the 2023 copy will perform better than the 2024 copy for Dr. Carson’s birthday card signers will achieve an increase in donor conversion metrics because we tend to use a more negative approach of the “what ifs” if you don’t make a gift which typically performs well for ACI.
Design
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[1536x1536] => https://www.nextafter.com/wp-content/uploads/2023_Copy-1.png
[1536x1536-width] => 1042
[1536x1536-height] => 1332
[2048x2048] => https://www.nextafter.com/wp-content/uploads/2023_Copy-1.png
[2048x2048-width] => 1042
[2048x2048-height] => 1332
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/2023_Copy-1-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/2023_Copy-1-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/2023_Copy-1-39x50.png
[admin-width] => 39
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/2023_Copy-1.png
[full-width] => 1042
[full-height] => 1332
[thumb_372] => https://www.nextafter.com/wp-content/uploads/2023_Copy-1-372x476.png
[thumb_372-width] => 372
[thumb_372-height] => 476
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/2023_Copy-1-489x625.png
[single_post_thumbnail-width] => 489
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/2023_Copy-1-25x32.png
[thumb_32_32-width] => 25
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/2023_Copy-1-38x48.png
[thumb_48_48-width] => 38
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/2023_Copy-1-50x64.png
[thumb_64_64-width] => 50
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/2023_Copy-1-100x128.png
[thumb_128_128-width] => 100
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/2023_Copy-1-52x67.png
[thumb_122_67-width] => 52
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/2023_Copy-1-120x153.png
[thumb_153_153-width] => 120
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/2023_Copy-1-128x163.png
[thumb_130_163-width] => 128
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/2023_Copy-1-138x177.png
[thumb_232_177-width] => 138
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/2023_Copy-1-508x650.png
[thumb_272_325-width] => 508
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/2023_Copy-1-271x346.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/2023_Copy-1-212x271.png
[thumb_271_271-width] => 212
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/2023_Copy-1-135x172.png
[thumb_272_172-width] => 135
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/2023_Copy-1-361x461.png
[thumb_372_461-width] => 361
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/2023_Copy-1-372x476.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 476
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/2023_Copy-1-211x270.png
[thumb_385_270-width] => 211
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/2023_Copy-1-189x241.png
[thumb_416_241-width] => 189
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/2023_Copy-1-321x410.png
[thumb_448_410-width] => 321
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/2023_Copy-1-641x820.png
[thumb_448_410_retina-width] => 641
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/2023_Copy-1-299x382.png
[thumb_574_382-width] => 299
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/2023_Copy-1-309x395.png
[thumb_776_395-width] => 309
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/2023_Copy-1.png
[gform-image-choice-sm-width] => 235
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/2023_Copy-1.png
[gform-image-choice-md-width] => 313
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/2023_Copy-1.png
[gform-image-choice-lg-width] => 469
[gform-image-choice-lg-height] => 600
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | 2024 Copy | 9.8% | $17.33 | ||
| T1: | 2023 Copy | 3.9% | -60.0% | 96.0% | $30.50 |
This experiment has a required sample size of 142 in order to be valid. Since the experiment had a total sample size of 306, 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
× 60.0% decrease in conversion rate
× 76.0% increase in average gift
29.6% decrease in revenue
Key Learnings
The key learning from this experiment is that the 2023 copy, with its negative and fearful approach, did not perform better than the 2024 copy, which had a more positive tone and focused on Dr. Carson's values. In fact, the 2024 copy outperformed the 2023 copy significantly, with a 60.0% decrease in transactions for all traffic in just 3 days, with a statistical level of confidence of 96.0%. In future experimentation, it is important to consider the tone and messaging used in donation pages. While a negative approach may have worked well in the past for ACI, it is essential to continuously test and iterate on different messaging strategies to see what resonates best with donors. Additionally, it is important to continue utilizing A/B testing to gather data and insights on donor behaviors and preferences, which can inform future decision-making and strategy. Overall, the results of this experiment emphasize the importance of testing different approaches and being open to new ideas and strategies to effectively engage donors and drive conversions.