How emphasizing the small percentage of users who donate impacted donor conversion on a petition donation page
Experiment ID: #164640
American Cornerstone Institute
Experiment Summary
Timeframe: 11/20/2023 - 12/18/2023
ACI is a conservative organization that is guided by the four cornerstones: life, liberty, faith and community. They were running a petition to speak out against anti-life ideology and were driving a lot of traffic toward this offer. Once users signed the petition, they would be brought to a donation page asking them to make a donation to support the pro-life cause.
In this experiment, we wanted to test whether using expanded value proposition language would increase donor conversion on the donation page. The control page uses nonspecific language while the treatment page uses new language that highlights how “Less than 4% of people who [signed the petition] were willing to take the next step and [make a donation].”
Our hypothesis is that the additional language will increase donor conversion on this landing page by giving readers more clarity into WHY they should take the next step and support ACI’s work.
Research Question
We believe that calling out the low donor conversion rate for petition signers will achieve an increase in donor conversion rate because creating a sense of urgency and exclusivity to highlight a lack of follow-through and consistency will motivate more individuals to donate.
Design
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[1536x1536-height] => 893
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Variation_1-6.png
[2048x2048-width] => 1003
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[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-50x45.png
[admin-width] => 50
[admin-height] => 45
[full] => https://www.nextafter.com/wp-content/uploads/Variation_1-6.png
[full-width] => 1003
[full-height] => 893
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-372x331.png
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[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-702x625.png
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[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-32x28.png
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[thumb_32_32-height] => 28
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-48x43.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 43
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-64x57.png
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[thumb_64_64-height] => 57
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-128x114.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 114
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-75x67.png
[thumb_122_67-width] => 75
[thumb_122_67-height] => 67
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[thumb_130_163-width] => 130
[thumb_130_163-height] => 116
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-199x177.png
[thumb_232_177-width] => 199
[thumb_232_177-height] => 177
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[thumb_272_325-width] => 544
[thumb_272_325-height] => 484
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[thumb_271_346-height] => 241
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[thumb_271_271-width] => 271
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[thumb_372_461-width] => 372
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[thumb_372_500-width] => 372
[thumb_372_500-height] => 331
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[thumb_385_270-width] => 303
[thumb_385_270-height] => 270
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[thumb_416_241-width] => 271
[thumb_416_241-height] => 241
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[thumb_448_410-width] => 448
[thumb_448_410-height] => 399
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-896x798.png
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[thumb_448_410_retina-height] => 798
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-429x382.png
[thumb_574_382-width] => 429
[thumb_574_382-height] => 382
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[thumb_776_395-width] => 444
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Variation_1-6.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 267
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Variation_1-6.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 356
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Variation_1-6.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 534
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 4.9% | $38.56 | ||
| T1: | Variation 1 | 6.6% | 35.2% | 97.8% | $35.33 |
This experiment has a required sample size of 1,394 in order to be valid. Since the experiment had a total sample size of 3,814, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
0% increase in traffic
× 35.2% increase in conversion rate
× 8.4% decrease in average gift
23.9% increase in revenue
Key Learnings
The key learning from this experiment is that using expanded value proposition language around how little petition signers actually donate to support a cause they believe in can significantly increase donor conversion on a landing page. The treatment page, which highlighted the low conversion rate of petition signers, resulted in a 35.2% increase in Transactions and a 360% increase in One-Time Donations.
This suggests that creating a sense of urgency and exclusivity, along with highlighting a lack of follow-through and consistency, can motivate more individuals to donate. The language used in the treatment page resonated with users and led to a higher conversion rate.
Based on these findings, in future experimentation, it is recommended to continue using expanded value proposition language and focus on creating a sense of urgency and exclusivity. This can be achieved by emphasizing the impact and importance of the cause, as well as highlighting the need for support. Additionally, it may be beneficial to test different variations of language to further optimize conversion rates.
Overall, this experiment demonstrates the power of well-crafted value proposition language in driving conversions for nonprofit fundraising efforts.