How communal language impacts donor conversion on a hero banner
Care Net
Experiment Summary
Timeframe: 01/29/2021 - 02/27/2021
Care Net gets a healthy conversion rate on the hero image of their website. The call to action is to make a (monthly) gift, though they get a high volume of one time gifts from it as well. To see if we could increase the conversion from the banner, we wanted to test communal language on it.
Research Question
Communal language on the hero image may increase donor conversion.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 3.2% | $0.00 | ||
| T1: | Hero Image | 4.0% | 27.3% | 89.7% | $0.00 |
This experiment has a required sample size of 3,561 in order to be valid. Since the experiment had a total sample size of 4,930, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
After running the experiment for a month, we weren’t able to validate the test but we did see a 27% directional lift from the communal language. Additionally, this increased overall revenue by 33% at a 86% level of confidence. What is really interesting is that returning visitors had an even greater difference in conversion. The communal language increased donor conversion for returning visitors to the site by 49%! All of these results reinforce the idea that when we talk to the visitor as if they are a friend and even recognize and call-out the fact that we know and appreciate that they are fierce advocates for the cause, we increase their likelihood to give and ultimately convert. The conversion become less about the transactional nature of the gift and more about the impact and the donor.
An additional observation of the impact on another visitor segment in the experiment:
- Direct Traffic visitors had a 70.9% increase in donations with an 86% level of confidence.