How loss aversion language on a donation page impacted donor conversion rate
Experiment ID: #168058
International Mission Board
Experiment Summary
Timeframe: 01/16/2024 - 02/02/2024
In an effort to increase our conversion rate on IMB’s Prayer Calendar donation page, we wanted to test the inclusion of loss aversion language to see how their audience would respond.
Our hypothesis was that by leveraging the psychological concept of loss aversion, we believe that potential donors will be more motivated to take action. Specifically, we hypothesize that framing the donation as an opportunity to prevent missed chances and emphasizing the tangible impact of their contribution will create a stronger sense of urgency and connection. This heightened emotional response is expected to increase donor conversion rates.
Research Question
We believe that leveraging the psychological concept of loss aversion for potential donors will achieve an increase in donor conversion rate because the emphasis on their contribution will create a stronger sense of urgency and connection.
Design
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)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 3.9% | $88.97 | ||
| T1: | Variation 1 | 3.0% | -20.9% | 65.0% | $24.82 |
This experiment has a required sample size of 3,951 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 learning from this experiment is that leveraging the psychological concept of loss aversion did not lead to the desired increase in donor conversion rate. The treatment group, which included loss aversion language, actually saw a decrease in transactions compared to the control group as well as an even larger decrease in revenue and average gift. While this experiment did not validate, it was trending enough in a negative direction that we decided to turn it off. It can be concluded that IMB's audience did not respond well to the loss aversion language. In future experimentation, it would be beneficial to explore other strategies or messaging approaches to increase donor conversion rates. Additionally, it may be helpful to conduct further research and analysis to understand why the loss aversion language did not have the expected effect. This will allow for more informed decision making and potential adjustments to the messaging strategy in future experiments.