How a radical redesign impacted gifts on a survey confirmation page
Experiment ID: #91832
Texas Public Policy Foundation
Experiment Summary
Timeframe: 04/09/2022 - 06/17/2022
Email conversion rates on a survey offer were performing exceptionally well but the instant donor conversion was sufferably low. We wanted to produce a radical redesign treatment to take advantage of the high traffic coming to the page and see if we could improve conversion. We added a personalized headline, and brought in recency and urgency to the timeline of the issue throughout the body copy. We also introduce the concept of donor autonomy by asking “Would you consider…” and saying “If you make a gift today…” and “Will you join?” Rather than using bullet points to highlight principles of belief like the control, we instead outline the ways their gift will be used in these bullet points demonstrating the impact.
Research Question
We believe that a radically redesigned donation page for survey takers will achieve a lift in donor conversion.
Design
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)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 1.3% | $0.00 | ||
| T1: | Treatment | 1.4% | 9.8% | 27.6% | $0.00 |
This experiment has a required sample size of 64,841 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
After running the experiment we observed a 9.8% lift in donations with a 27.5% level of confidence so the test did not validate. When reviewing the results, we hypothesized that both the control and the treatment copy are long and required a lot of scrolling on the page to actually reach the donation form itself that could be causing unnecessary friction. For the next test on this page, we will develop a treatment that has shorter copy and leaves the donation form in view.