How a YOU-centered call to action impacted donor conversion rate
Americans for Prosperity
Experiment Summary
Timeframe: 10/09/2020 - 10/23/2020
As a part of the SCOTUS 2020 confirmation hearings for (now) Justice Amy Coney Barrett, Americans for Prosperity had designed a digital activism opportunity for citizens to sign a letter and send it to their senators to tell them that they approved this nomination and were urging their elected officials to represent them by voting to confirm the nominee when it came time to officially vote.
The letter-signing page, once completed, would redirect signers to a donation page where they would be asked to make a financial gift to support the continued efforts to confirm the nominee.
In reading the “control” message, we felt that it was very organizationally-centered, and thought: What if we provided a more you-centered call to action, but because there was so much traffic available, we also decided to test a treatment that outlined the services that are available to donors to the organization, as well.
Research Question
How will framing the ask in the context of what you—the letter signer—just did, believe, and are looking to accomplish by taking this action impact donor conversion rate?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.22% | ||
| T1: | 2018 Variant | 0.34% | 50.9% | 92.1% |
| T2: | AFP Services Variant | 0.21% | -3.5% | 11.0% |
This experiment has a required sample size of 20,175 in order to be valid. Since the experiment had a total sample size of 40,394, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
With a 92% level of confidence, we were able to achieve a +50.9% increase in donor conversion rate for the 2018 variant (which was YOU-centered in it’s appeal to the letter-signer/prospective donor).
Although this didn’t fully reach the target 95% level of confidence, we decided to turn off the study and roll this treatment out to 100% of the traffic, considering there was only a week or so left in the confirmation hearing process, and therefore the promotional campaign.
The key learning here is that we should always focus on what action someone just took, and think about the reasons WHY they just took that action. If we channel this line of thinking, we can present to them a reasonable and compelling reason as to why they would make a donation after having completed that action.