The Navigators

How emphasizing the impact of a gift impacts donor conversion metrics

Experiment ID: #181269

The Navigators

Experiment Summary

Timeframe: 06/06/2024 - 06/23/2024

In an effort to increase donor conversion metrics on The Navigators Crossword Puzzles Content Offer, we decided to run an A/B test split 50/50. With previous offers, we have seen a positive lift in transactions and revenue when calling out the impact of a gift. Therefore, we expected to see similar results on this test.

The treatment reworked the structure of the copy to direct the reader’s attention toward the portion of the copy that emphasized the impact of their gift with the expectation that we would see a lift in both transactions and revenue.

Research Question

We believe that emphasizing the impact of a gift by restructuring the copy for donation page visitors will achieve an increase in donor conversion metrics because it will help direct the reader’s attention to it and place greater emphasis on the impact of the donor rather than the organization.

Design

C: Control
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T1: Replace Copy
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https://www.nextafter.com/wp-content/uploads/Replace_Copy-1-1024x759.png [large-width] => 640 [large-height] => 474 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Replace_Copy-1-1536x1139.png [1536x1536-width] => 1536 [1536x1536-height] => 1139 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Replace_Copy-1.png [2048x2048-width] => 1770 [2048x2048-height] => 1312 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Replace_Copy-1-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Replace_Copy-1-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Replace_Copy-1-50x37.png [admin-width] => 50 [admin-height] => 37 [full] => https://www.nextafter.com/wp-content/uploads/Replace_Copy-1.png [full-width] => 1770 [full-height] => 1312 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Replace_Copy-1-372x276.png [thumb_372-width] => 372 [thumb_372-height] => 276 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Replace_Copy-1-843x625.png [single_post_thumbnail-width] => 843 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Replace_Copy-1-32x24.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 24 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Replace_Copy-1-48x36.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 36 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Replace_Copy-1-64x47.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 47 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Replace_Copy-1-128x95.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 95 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Replace_Copy-1-90x67.png [thumb_122_67-width] => 90 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Replace_Copy-1-153x113.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 113 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Replace_Copy-1-130x96.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 96 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Replace_Copy-1-232x172.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 172 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Replace_Copy-1-544x403.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 403 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Replace_Copy-1-271x201.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 201 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Replace_Copy-1-271x201.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 201 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Replace_Copy-1-232x172.png [thumb_272_172-width] => 232 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Replace_Copy-1-372x276.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 276 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Replace_Copy-1-372x276.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 276 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Replace_Copy-1-364x270.png [thumb_385_270-width] => 364 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Replace_Copy-1-325x241.png [thumb_416_241-width] => 325 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Replace_Copy-1-448x332.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 332 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Replace_Copy-1-896x664.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 664 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Replace_Copy-1-515x382.png [thumb_574_382-width] => 515 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Replace_Copy-1-533x395.png [thumb_776_395-width] => 533 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Replace_Copy-1.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 222 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Replace_Copy-1.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 296 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Replace_Copy-1.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 445 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 6.7% $27.50
T1: Replace Copy 11.3% 69.0% 68.5% $15.63

This experiment has a required sample size of 288 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.

Key Learnings

The key learnings from this experiment are that reworking the copy to emphasize the impact of a gift can have a positive effect on donor conversion metrics, specifically increasing transactions. In this case, the treatment saw a significant 69.0% increase in transactions for all traffic. However, the statistical level of confidence was 68.5%, which is below the generally accepted threshold of 95%. Therefore, while the results suggest that emphasizing the impact of a gift can be effective in driving donations, they cannot be considered valid for future decision-making due to the low level of statistical confidence. In future experimentation, it is important to ensure that a higher level of statistical confidence is achieved before making any definitive conclusions or implementing changes based on the results. It may be beneficial to run the experiment for a longer period to gather more data and increase confidence in the results. Additionally, we plan to further test this concept with The Navigators audience to help validate these findings for future offers.


Experiment Documented by NextAfter

Question about experiment #181269

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