How adding clarity to a donation page for Giving Tuesday affects donor conversion rates
Experiment ID: #165351
International Mission Board
Experiment Summary
Ended On: 12/04/2023
For Giving Tuesday this year, we wanted to test additional clarity on the donation page to see how IMB’s donor base would react.
The control offers an emotional appeal that focuses on the history of the Lottie Moon Christmas Offering and emphasizes the tradition of the offering. On the other hand, the treatment page focuses on a time sensitive appeal by mentioning Giving Tuesday specifically, and lays out a more straightforward and urgent need for financial support.
We believe that the added clarity will allow for greater comprehension of the donation page leading to an increase in performance.
Research Question
We believe that providing clarity on the donation page will increase donor conversion rate because people have a clear understanding to what their gift is doing.
Design
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)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 25.8% | ||
| T1: | Treatment #1 | 24.2% | -6.3% | 35.0% |
This experiment has a required sample size of 5,371 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
The key learning from this experiment is that providing clarity on the donation page did not result in an increase in donor conversion rate. In fact, the treatment page experienced a decrease in donations compared to the control page with a drop of 6.3% with 35% LOC. Based on this outcome, it is necessary to retest this theory before implementing it. However, the current results suggest that IMB's audience does not respond positively to urgent time-bound appeals, but rather they prefer the emotional appeal and tradition of the Lottie Moon Christmas Offering, as it seems to resonate more with the donor base. In future experiments, it would be beneficial to explore other factors that could potentially increase donor conversion rate, such as different messaging or design elements on the donation page. It is also important to ensure that the statistical level of confidence is above 95% in order to make valid conclusions from the experiment results.