How adding specificity of impact to a high urgency campaign donation page impacts donor conversion rate
Reasons to Believe
Experiment Summary
Ended On: 12/02/2022
During Reasons to Believe’s Giving Tuesday campaign they ran a test on the donation page to create more specificity around the impact of the donor’s gift on Giving Tuesday. Instead of generally telling the donor they need to give because it’s Giving Tuesday we highlighted the “why” of their gift, using language like: you will offer someone the chance to have their life changed forever… we need your help to continue providing these opportunities… etc.
The treatment for this donation page was a complete rewrite of the control. Traffic to this experiment was generated primarily through housefile emails and paid social ads.
Research Question
We believe that adding specificity to the donor’s impact for prospective Giving Tuesday donors will achieve an increase in donor conversion rate .
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 3.1% | ||
| T1: | Treatment #1 | 15.9% | 411.3% | 99.7% |
This experiment has a required sample size of 35 in order to be valid. Since the experiment had a total sample size of 211, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
0% increase in traffic
× 411.3% increase in conversion rate
× 0% increase in average gift
Key Learnings
This experiment resulted in a 411% valid lift in donor conversion rate. While there are a lot of elements changed in the treatment, this informs us that RTB’s audiences are highly motivated by knowing how their gift is being used and what their impact looks like. This treatment was rolled out to the remainder of the campaign to maximize results.