How bringing clarity to a homepage redirect experience impacts donor conversion
Live Action
Experiment Summary
Timeframe: 06/30/2020 - 07/13/2020
During Live Action’s high urgency campaign, we ran a homepage redirect where we redirected traffic that came to the homepage to the donation page for the campaign. We were curious what would happen if we brought more clarity to the experience and helped to orientate people with what was going on once they saw the donation page, so we tested language on the page that simply said, “Pardon the interruption but we wanted to be sure you saw this”. Our hypothesis was that people may be more likely to read what we were wanting them to see and do if we communicated that to them.
Research Question
Can we increase donor conversion by bringing clarity to a homepage redirect?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Go Back Links | 2.0% | ||
| T1: | Pardon the Interruption | 1.6% | -19.8% | 45.1% |
This experiment has a required sample size of 8,652 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
Regardless of audience, or device type, there was no difference in donor conversion. Because this test was run on the very last day of the high urgency campaign, the motivation of donors was already high resulting in no difference in conversion between the control and treatment.