Care Net

How does reinforcing the value proposition of a donation with an impact statement on the donation button affect donation rates?

Experiment ID: #144049

Care Net

Experiment Summary

Timeframe: 04/04/2023 - 07/06/2023

Care Net is an organization that provides support and resources to women and men considering abortion.

They have been acquiring donors online for many years now but have seen the number of donations/donor conversion rate drop over the last several months.

Many donors feel hesitancy or spend the majority of time in the “consideration” stage of a transaction at the button. This is where the momentum most often stops. How would adding a short statement that reinforces the impact of the donation affect donation rates?

Research Question

We believe that including a brief statement that reinforces the value of giving will increase donations by helping to overcome hesitancy at the point of completing the transaction.

Design

C: Control
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T1: Button Impact Statement
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[post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Button_Impact_Statement-50x34.png [admin-width] => 50 [admin-height] => 34 [full] => https://www.nextafter.com/wp-content/uploads/Button_Impact_Statement.png [full-width] => 1062 [full-height] => 724 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Button_Impact_Statement-372x254.png [thumb_372-width] => 372 [thumb_372-height] => 254 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Button_Impact_Statement-917x625.png [single_post_thumbnail-width] => 917 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Button_Impact_Statement-32x22.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 22 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Button_Impact_Statement-48x33.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 33 [thumb_64_64] => 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https://www.nextafter.com/wp-content/uploads/Button_Impact_Statement-544x371.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 371 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Button_Impact_Statement-271x185.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 185 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Button_Impact_Statement-271x185.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 185 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Button_Impact_Statement-252x172.png [thumb_272_172-width] => 252 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Button_Impact_Statement-372x254.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 254 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Button_Impact_Statement-372x254.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 254 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Button_Impact_Statement-385x262.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 262 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Button_Impact_Statement-354x241.png [thumb_416_241-width] => 354 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Button_Impact_Statement-448x305.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 305 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Button_Impact_Statement-896x611.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 611 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Button_Impact_Statement-560x382.png [thumb_574_382-width] => 560 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Button_Impact_Statement-579x395.png [thumb_776_395-width] => 579 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Button_Impact_Statement.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 205 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Button_Impact_Statement.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 273 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Button_Impact_Statement.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 409 ) ) )

Results

  Treatment Name Revenue per Visitor Relative Difference Confidence Average Gift
C: Control $0.39 $38.87
T1: Button Impact Statement $0.47 19.7% 72.3% $36.72

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

The key learnings from this experiment are that including a brief statement that reinforces the value of giving can potentially increase donations and help overcome hesitancy at the point of completing a transaction. Although the treatment showed a 19.7% increase in revenue for all traffic, the statistical level of confidence of 72.3% is below the threshold of 85% needed for the results to be considered valid.

In future experimentation, it is important to continue testing the impact of including a brief statement that reinforces the value of giving. The results of this experiment provide promising insights that can be further explored and tested with larger sample sizes to ensure statistical significance. Additionally, it is important to evaluate different variations of the statement to identify the most effective messaging to drive donations.


Experiment Documented by NextAfter

Question about experiment #144049

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