How does a cye campaign specific donation page affect revenue?
Bill of Rights Institute
Experiment Summary
Timeframe: 12/23/2020 - 12/31/2020
During their calendar year end campaign, the Bill of Rights Institute wanted to see if calendar year end specific language would increase donations from the direct traffic to their site. We ran a 50/50 split between their usual main donate page and their calendar year end campaign page.
Research Question
Calendar year end specific language on a donation page will increase revenue.
Design
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Main Donation page | $3.18 | $119.00 | ||
| T1: | Calendar Year End Donation Page | $11.50 | 261.4% | 60.3% | $230.00 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was not met so these experiment results are not valid.
Key Learnings
We need to continue to test as the sample size was not large enough to reach validation. We will test this again during the next calendar year end campaign. We will also test longer value proposition in the body copy of their main donation page to see how much that increases donations and revenue.