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The Navigators

How does adding premium language to the donation page affect donor conversion?

Experiment ID: #169906

The Navigators

Experiment Summary

Timeframe: 02/15/2024 - 02/28/2024

During the Navigators February Sustainers Appeal campaign, we decided to run a 50/50 split A/B test on the donation page. The test ran for emails 4-8 before we rolled it out for the last two emails of the campaign.

The control focused on the impact of monthly gifts and the way in which monthly sustainers are central to the organization.

The treatment was almost identical to the control other than that it also included the premium of becoming a monthly partner. This premium was included in all of the emails leading up to this. Therefore, our hypothesis was that adding the premium to the donation page would create continuity between the email and the donation page, reinforcing the incentive.

Research Question

We believe that adding premium language to the donation page for potential donors will achieve an increase in donor conversion because of the additional clarity and continuity between the language used in the email and the donation page.

Design

C: Control
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T1: Variation 1
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[medium_large-height] => 408 [large] => https://www.nextafter.com/wp-content/uploads/Variation_1-2-1024x652.png [large-width] => 640 [large-height] => 408 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Variation_1-2.png [1536x1536-width] => 1410 [1536x1536-height] => 898 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Variation_1-2.png [2048x2048-width] => 1410 [2048x2048-height] => 898 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Variation_1-2.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 446 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Variation_1-2-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Variation_1-2-50x32.png [admin-width] => 50 [admin-height] => 32 [full] => https://www.nextafter.com/wp-content/uploads/Variation_1-2.png [full-width] => 1410 [full-height] => 898 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Variation_1-2-372x237.png [thumb_372-width] => 372 [thumb_372-height] => 237 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Variation_1-2-980x625.png [single_post_thumbnail-width] => 980 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Variation_1-2-32x20.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 20 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Variation_1-2-48x31.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 31 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Variation_1-2-64x41.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 41 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Variation_1-2-128x82.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 82 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Variation_1-2-105x67.png [thumb_122_67-width] => 105 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Variation_1-2-153x97.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 97 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Variation_1-2-130x83.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 83 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Variation_1-2-232x148.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 148 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Variation_1-2-544x346.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 346 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Variation_1-2-271x173.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 173 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Variation_1-2-271x173.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 173 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Variation_1-2-270x172.png [thumb_272_172-width] => 270 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Variation_1-2-372x237.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 237 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Variation_1-2-372x237.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 237 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Variation_1-2-385x245.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 245 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Variation_1-2-378x241.png [thumb_416_241-width] => 378 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Variation_1-2-448x285.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 285 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Variation_1-2-896x571.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 571 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Variation_1-2-574x366.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 366 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Variation_1-2-620x395.png [thumb_776_395-width] => 620 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Variation_1-2.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 191 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Variation_1-2.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 255 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Variation_1-2.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 382 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 9.7% $68.45
T1: Variation 1 12.5% 29.5% 93.7% $47.12

This experiment has a required sample size of 960 in order to be valid. Since the experiment had a total sample size of 1,765, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

The key learning from this experiment is that premium language included on the donation page may have a positive impact on The Navigators audience. The treatment saw a 35.6% lift in recurring donations at a 73.3% level of confidence, as well as a 29.3% lift at a 93.1% level of confidence for overall transactions. While this donation page was a recurring only donation page, it is possible due to privacy concerns and certain browsers that VWO blocked a portion of their audience from the test, hence one-time donations also coming through. We did see a slight drop in revenue at a 10.8% drop at a 32.9% level of confidence. However, due to the fact that this was a campaign targeted at activating more recurring donors, this drop was anticipated. Although these results did not validate, they were headed in a positive direction. Therefore, we chose to rollout the treatment to the entire audience for the last two emails of the campaign. While the findings of this experiment are promising in indicating a potential increase in donor conversion by adding premium language to the donation page, further testing with a larger sample size or different variations may be needed to confirm these results. It is also important to consider other factors that may have influenced the results, such as external events or changes in donor behavior.

Experiment Documented by NextAfter

Question about experiment #169906

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.