How does using specificity and more active language that more closely relates to the mission in a donation page headline affect donation rates?
Experiment ID: #141392
Care Net
Experiment Summary
Timeframe: 03/21/2023 - 04/07/2023
While Care Net’s homepage (which drives ~40% of traffic to the donation page over past 12 months), their mission, and even the gift array are focused largely on choice/options/alternatives for parents as a means to prevent abortion, this aspect is absent from the donation page headline, which is currently focused on saving lives, post Roe.
This could be causing confusion for potential donors as to “why to give” and a simple headline change may create a stronger “message match” and more incentive for potential donors to give.
Research Question
We believe that adding more active/specific language to the headline on Care Net’s main donation page will increase donation rates by better matching donor motivation and adding value.
Design
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 9.5% | $108.40 | ||
| T1: | Impact-Driven Headline | 6.8% | -28.3% | 88.5% | $324.19 |
This experiment has a required sample size of 795 in order to be valid. Since the experiment had a total sample size of 1,033, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The key learnings from this experiment are as follows: 1. The treatment, which involved adding more active/specific language to the headline on Care Net's main donation page, did not have the intended effect of increasing donation rates. Instead, it resulted in a 28.3% decrease in donations for all traffic. 2. The statistical level of confidence for the decrease in donations for all traffic was 88.5%, which is below the accepted threshold of 95% for validity. However, the results are approaching validity, meaning that this is a directional indicator that this result could happen again. 3. When looking at specific segments, the treatment had a significant negative impact on returning visitors, with a 583% decrease in donations and a 98% level of confidence. It also had a significant negative impact on visitors aged 45-54, with an 829% decrease in donations and a 99% level of confidence. Based on these learnings, it is clear that the treatment did not resonate with potential donors and had a negative impact on donation rates. In future experimentation, it is important to carefully consider the messaging and language used in the donation page headline to ensure it aligns with donor motivations and adds value. Additionally, it would be beneficial to further investigate the specific segments that were significantly affected, such as returning visitors and visitors aged 45-54, to better understand their preferences and tailor the messaging to their needs.