How a radically redesigned donation page impacted donor conversion
Texas Public Policy Foundation
Experiment Summary
Timeframe: 06/19/2020 - 07/09/2020
We wanted to increase donor conversion and thought the current donation page copy was causing a disjointed experience for the donor. We changed several elements to create a radical redesign test. Instead of leading with a “Success!” confirmation message upon survey submission, we wanted to draw the reader in further through personal appeal and direct continuation of the conversation. We also updated the copy with enhanced urgency and added a direct ask with a clear outcome “for a tax-deductible gift of $50, we’ll be able to inform 200 people about what’s at stake” rather than a general ask.
Research Question
Will a radically redesigned donation page post-survey increase donor conversion?
Design
Results
This experiment has a required sample size of 994 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
While we hoped implementing a radical redesign would help us validate results, we did not reach a valid level of confidence and saw a directional decrease in donor conversion rate. Our hypothesis for the decrease is that the new copy did not draw as much attention to evidentials as the control. But for future tests, we will look into testing each variable—headline, evidential points, specific ask, and tone—individually so we can identify where the loss is incurred.