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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[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.