How detailing more value proposition on an instant donation page affects donor conversion rate
Experiment ID: #110701
Scouts
Experiment Summary
Timeframe: 10/14/2022 - 11/12/2022
The Boy Scouts of America were running a survey to all alumni and people associated with Scouting to gauge their thoughts on Scouting and to try and acquire more names of fellow Scouts.
Following the survey, we had an instant donation page that had minimal value propositions for why they should make a gift to BSA. Because the ICR was low on this page, we wanted to test changing the copy on the donation to copy that detailed their value proposition more and explained better what a gift to BSA would do for Scouting.
The copy we used in the treatment was copy similar to the copy we used on a high-urgency appeal the previous month.
Research Question
We believe that adding more value proposition for the Scouting survey takers will achieve a higher donor conversion rate.
Design
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[full-height] => 1260
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[thumb_272_325-height] => 379
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[thumb_448_410_retina-height] => 624
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[thumb_776_395-width] => 567
[thumb_776_395-height] => 395
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[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 209
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment-1.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 278
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[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 418
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 1.0% | $0.00 | ||
| T1: | Treatment | 0.60% | -41.9% | 62.3% | $0.00 |
This experiment has a required sample size of 3,314 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
The treatment page saw a 41.9% decrease in donor conversion rate with a 62.2% level of confidence. We had to shut this test off before reaching proper validation because we turned off spend for this acquisition offer.
Because this did not reach validity and only had 11 total gifts, we would like to test this again on another acquisition offer's instant donation page.