How highlighting that only a small amount of people donate after downloading an ebook affects donor conversion rate
Experiment ID: #169343
The Heritage Foundation
Experiment Summary
Timeframe: 02/05/2024 - 03/04/2024
The Heritage Foundation is offering a free ebook called The Founder’s Almanac.
They had previously tested the idea of highlighting the fact that “less than 1%” of people who take the survey are willing to take the next step and donate.” This was tested on a survey offer, and it produced a 105% lift in conversion rate with a 98% level of confidence.
This language had increased conversion because it appealed to the ideal donor, who was attracted to the idea of being in a small minority of people who were willing to do the “right thing” rather than the “popular thing”.
They wanted to retest this concept on an ebook funnel to see if they would get a similar lift in conversion rate.
They inserted this language in two places, and split the traffic to determine a winner.
Research Question
We believe that highlighting that only a small minority people donate for ebook downloaders will achieve an increase in conversion rate because it will appeal to the ideal donor, who are attracted to the idea of being in a small minority of people who were willing to do the “right thing” rather than the “popular thing”. because it will appeal to the ideal donor, who are attracted to the idea of being in a small minority of people who were willing to do the “right thing” rather than the “popular thing”.
Design
C: Control
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T1: Less than 2% Copy
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 2.9% | $35.26 | ||
| T1: | Less than 2% Copy | 4.5% | 54.3% | 88.0% | $30.29 |
This experiment has a required sample size of 1,113 in order to be valid. Since the experiment had a total sample size of 1,376, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The key learnings from this experiment are: 1. Highlighting the fact that only a small minority of people donate resulted in a significant increase in Transactions for All Traffic, with a 64.0% lift and a statistical level of confidence of 92.8%. This indicates that the language in the treatment version resonated with the ideal donor who is motivated by being part of a select group willing to do the "right thing". 2. The treatment also saw a substantial increase in Transactions - One-Time, experiencing a 770% lift with a 96% level of confidence. This suggests that the messaging specifically appealed to individuals looking to make a one-time contribution. This is an application of social identity theory. This theory suggests that people tend to categorize themselves and others into various social groups. Supporting the underdog can be related to group identity and solidarity with a particular group. Based on these learnings, it is recommended to continue using the language that highlights the small minority of people who donate in future experimentation. This messaging appears to resonate with the target audience and create a sense of exclusivity and righteousness in supporting the cause. However, it would also be beneficial to continuously test and optimize this messaging to ensure its continued effectiveness and relevance.