How communal language used in a Dear Reader impacts conversion for monthly gifts
Live Action
Experiment Summary
Ended On: 03/10/2021
On Live Action’s website, they use a Dear Reader feature that is placed at the end of their articles asking people to become monthly donors. In a recent email test, we found that using “communal” language and acknowledging their pro-life beliefs and advocacy increased donor conversion by 44%. This highlighted an interesting angle in understanding their donors and prospective donors better. Because of those results and learnings from that test, we then wanted to see the impact that communal language could have in other channels, like the Dear Reader feature. We developed a treatment Dear Reader feature that used communal language and tested this against the control feature.
Research Question
How will communal language impact monthly donor conversion in the Dear Reader
Design
Results
This experiment has a required sample size of 22,302 in order to be valid. Since the experiment had a total sample size of 127,914, 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
× 140.8% increase in conversion rate
× 0% increase in average gift
Key Learnings
The communal language increased monthly donor conversion during the two weeks the experiment ran by 141%! Additionally, not only did this approach increase overall donor conversion, but it also increased average gift by 108% resulting in a 266% increase in annualized revenue! By addressing donors and prospective donors in a way that made them feel understood and seen for the beliefs they have that align with Live Action and then clearly communicated the impact they could have, we not only increased the number of people who would be able to give, but we were also able to increase their generosity. This kind of language increases the motivation of people significantly. This concept needs to be test in all channels as we’ve seen is resonates well with their audience.