How emotive language affects donor conversion rate
Leadership Institute
Experiment Summary
Ended On: 01/29/2019
The Leadership Institute has a plan for conservatives to take back college campuses by placing at least one conservative student group on every college in America. They wanted to know if stats that back up their credibility would gain more views on a page than using emotive language without supporting credibility. They decided to test it.
Research Question
Will emotive language cause more conversions, even without language proving credibility?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.03% | ||
| T1: | Treatment #1 | 0.09% | 225.3% | 92.9% |
This experiment has a required sample size of 13,422 in order to be valid. Since the experiment had a total sample size of 19,040, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The results were 10 donations for the copy with emotive language versus 2 donations for the copy with language supporting credibility. Out of a sample size of 19,040, the relative difference in this conversion rate saw a 225.3% lift in revenue. The Leadership Institute should focus more on emotive language rather than numbers and stats.