How communal language affects donor conversion on website sticky bars
Experiment ID: #42133
The Missionary Oblates of Mary Immaculate
Experiment Summary
Timeframe: 12/18/2020 - 12/28/2020
During their calendar year end campaign, the Missionary Oblates were running a sticky bar on their website promoting giving during year end. This sticky bar was placed across their website. Due to some other successes in talking to their constituents like partners in their mission, we wanted to test similar language on the year end sticky bar. So we tested the typical year-end language with elements of urgency against a more communal language with a more conversational tone that also pointed to the upcoming deadline to give.
Research Question
Talking to constituents like friends and partners will increase their engagement and donations
Design
C: Control
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)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.74% | ||
| T1: | Treatment #1 | 1.4% | 88.6% | 99.9% |
This experiment has a required sample size of 1,894 in order to be valid. Since the experiment had a total sample size of 11,150, 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
× 88.6% increase in conversion rate
× 0% increase in average gift
Key Learnings
The treatment increased donor conversion from the sticky bar by 89%! There are a couple of factors behind this success:
- The treatment spoke to website visitors as "friends". By recognizing them as such and even recognizing their prayers and support, we were able to draw people in and increase initial engagement. We see this by the fact that the click-through rate for the treatment increased by 53% with a 99.9% level of confidence.
- The treatment's call-to-action was softer and more conversational as well by saying, "If it's not too much to ask...". This approach aligned with the initial communal style and continued to reinforce this "friend" and "partnership" approach.
This experiment reinforces that communal language resonates well with this audience. Donors have even told the organization in the past that they see themselves as part of the mission. This presents more opportunities for testing this similar approach in other channels and deeper in the funnel.