How increasing the relevance of the problem to donors affected donation rates
Experiment ID: #105509
The Heritage Foundation
Experiment Summary
Timeframe: 08/26/2022 - 09/30/2022
In an effort to improve donation rates, we wanted to know how “making the problem closer” than the donor might think would affect donation rates. We believed that by positioning the problem as something that could directly impact the day-to-day life of the donor (instead of speaking in generalities), we would be able to increase donation rates because donors would sense the problem as more urgent and relevant and thus boost their desire to support efforts that confront the issue. We split traffic between the control and the treatment 50/50.
Research Question
We believe that positioning the problem as something that would directly impact the donor’s life will increase donation rates on an instant donation page because it would increase the urgency and relevancy of the problem.
Design
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)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 2.4% | $0.00 | ||
| T1: | Treatment | 2.6% | 5.4% | 12.4% | $0.00 |
This experiment has a required sample size of 107,131 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
After running this experiment for one month, we observed a 13.4% DECREASE in donation rates with only a 41% level of confidence. Because of our low level of confidence in these results, we are unable to validate any learning from this experiment. However, with significant decreases in donation rates among some key demographics, it may be that further agitating the problem at this stage of the funnel may come across as redundant or even as fearmongering, potentially harming conversion rates. Because we still desire to see an increase in donation rates related to this offer, we believe it may be more effective to focus the headline and the body copy on the solution to maintain momentum as potential donors engage with this offer while decreasing friction and even apathy by moving from the problem (already expressed in social media ads and the landing page) to a solution and inviting the donor to "take the next step".