How adding evidentials to an instant donation page impacted donations
Experiment ID: #124858
Texas Public Policy Foundation
Experiment Summary
Timeframe: 01/31/2023 - 03/10/2023
TPPF’s Border Crisis Survey instant donation page is getting an instant conversion rate below 1%. In brainstorming ways to potentially increase conversion rate, we wondered if the addition of evidentials would further clarify and intensify the problem that the donor’s gift would help solve. For a test treatment, we added three bullet points towards the beginning of the value proposition copy, each one stating a research fact that speaks to the problems at the border.
Will statistics and facts lead to more clarity and motivation, and ultimately more donations?
Research Question
We believe that adding evidentials to the instant donation page copy for potential donors will achieve an increase in donations because potential donors will gain clarity and motivation as to how serious the problem is that we’re asking them to help solve.
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)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.91% | $0.00 | ||
| T1: | Treatment | 0.43% | -52.3% | 83.2% | $0.00 |
This experiment has a required sample size of 2,250 in order to be valid. Since the experiment had a total sample size of 2,260, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The key learning from this experiment is that adding evidentials to the instant donation page copy may not necessarily increase donations. In fact, the treatment saw a significant decrease in donations compared to the control. The treatment resulted in a 52.3% decrease in conversions with a statistical level of confidence of 83.2%. These results suggest that potential donors may not be motivated by research facts and statistics. We can also surmise that donors already have a strong understanding of the problem and that they don't need evidentials to help with their understanding. As the problem is clearly known and communicated throughout the offer funnel, future tests need to focus on other components of the instant donation page, such as the solutions or the ask. Potential donors see eye to eye with the organization on the problem, but maybe they are not on the same page with the solutions we are offering, or maybe the solutions are not clear enough.