How having a text based donation page and email vs video affects donor conversion rate | NextAfter
e3 Partners

How having a text based donation page and email vs video affects donor conversion rate

Experiment ID: #61736

e3 Partners

Experiment Summary

Ended On: 05/20/2021

This was a campaign geared around raising funds to provide relief efforts to those affected by Covid-19 in India. We wanted to test a video recording of e3’s CEO that showed the devastation happening over in India with an ask to help support the relief efforts vs transcribing the video and having just the copy on the donation page. The video was directly on the donation page with the donation form right below the video and the transcribed copy was in the same spot right above the form.

The goal was to test to see if we could get more eyes on what was actually be communicated on the donation page and increase motivation to make a gift by transcribing the video.

Research Question

We believe that a text based donation page for those that visit the page will achieve a higher conversion rate and more revenue.

Design

C: Video based donation page
T1: Text based donation page

Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Video based donation page 0.65%
T1: Text based donation page 4.1% 527.5% 100.0%

This experiment has a required sample size of 150 in order to be valid. Since the experiment had a total sample size of 3,351, 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
× 527.5% increase in conversion rate
× 0% increase in average gift

Key Learnings

We saw a significant lift with the text-based copy with both conversion rate and revenue. The hypothesis is more people are apt to ready the copy on a donation page rather than click to watch a 3 min. video. With the text copy, we learned that you don’t need video to communicate the devastation/emotion of what was happening in India and move someone to donate.

Here are the overall results including revenue:

Videodonation page

  • Gifts: 11
  • Revenue: $1,732
  • Avg gift: $157.45

 

Text donation page

  • Gifts: 68
  • Revenue: $12,259
  • Avg gift: $180.27

 

Because of these great results, it helped motivate e3 (who is heavily video-based) to do a resend of the email with just the text-only version.


Experiment Documented by NextAfter

Question about experiment #61736

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