How making the donor the hero and using a empathetic, conversational tone on a content offer donation page impacts donor conversion
Experiment ID: #161383
Focus on the Family
Experiment Summary
Timeframe: 08/24/2023 - 09/22/2023
Focus on the Family uses many free video series offers to acquire subscribers and donors. When reviewing their donation page template, we found that the copy was both long and impersonal. Its tone also talked a lot about the organization and less about the donor’s impact. It included phrases like, “we’ve done the math” that could potentially make visitors feel like Focus was the expert and their thoughts weren’t as valuable.
Users also mentioned that the template lacked a more authentic and conversational tone. We decided to redesign the donation page to be more impact-driven and conversational, hypothesizing that this would increase the perceived value of the offer while also making it easier to read.
We chose to run this on several offers. This experiment is for their Bringing Biblical Truth to a Broken Culture offer. You can review the results of a similar experiment on their Navigating Adolescence offer here.
Research Question
We believe that making the donor the hero and using a conversational, empathetic tone on a content offer donation page will increase donor conversion
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 5.5% | ||
| T1: | Treatment #1 | 5.4% | -0.2% | 1.7% |
This experiment has a required sample size of 25,886,521 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 a month, we found no statistically significant impact on donor conversion from the treatment for this offer. We did however see an increase in donor conversion on the Navigating Adolescence offer we tested during the same time frame at a higher, though not quite valid level of confidence When looking at recurring donor conversion in the Broken Culture offer, we found a 34% increase but only at a 72% level of confidence so this wasn't valid. We will continue to test donation page layouts and language on a per-offer basis to see which designs will increase donor conversion.
Additional data can be found below:
- One-Time Transactions: treatment led to a -1.6% decrease in donor conversion w/ a 11.9% LOC
- Recurring Transactions: treatment had a 37.9% increase in donor conversion w/ a 44.9% LOC
- VWO captured approximately $1,300 more revenue from the control than the treatment.