How not including the monthly donation program name and description on a donation page affects the conversion rate
Experiment ID: #197257
Mountain States Legal Foundation
Experiment Summary
Ended On: 05/15/2025
Mountain States Legal Foundation protects property rights and economic liberty, defends the right to keep and bear arms, champions free speech and association, and upholds the principle of equal protection.
We ran this test on a donation page form connected to a high-urgency email asking supporters to become monthly donors. Audience: MSLF email house file.
Our goal was to determine whether including the monthly donation program name and description would lead to more people becoming monthly donors, or if simply asking them to give monthly—without mentioning the program name—would be just as effective.
Research Question
Not adding the monthly donation name and description on a donation page will increase the conversion rate because the name of the program takes more description to explain than it does to say “become a monthly donor.”
Design
C: Control
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T1: Treatment 1
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 7.1% | ||
| T1: | Treatment 1 | 33.3% | 366.7% | 96.6% |
This experiment has a required sample size of 20 in order to be valid. Since the experiment had a total sample size of 35, 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
Ă— 366.7% increase in conversion rate
Ă— 0% increase in average gift
Key Learnings
The key learning from this experiment is that not adding the monthly donation program name and description on a donation page led to a significant increase in donations. The treatment group, which did not include the program name and description, saw a 366.7% increase in donations compared to the control group. This suggests that simplifying the donation ask to just "become a monthly donor" without additional information about the program may be more effective in encouraging supporters to donate. In future experimentation, it is important to consider the impact of adding extra information or details to donation appeals. This experiment indicates that a more concise and straightforward donation ask could lead to higher conversion rates. It may be beneficial to continue testing different messaging approaches to see what resonates best with supporters and drives the most donations. Additionally, the results of this experiment can help guide future communication strategies and donation page designs to optimize for conversions and incentivize supporters to become monthly donors.