How personalization, reciprocity, and communal language affect donor conversion
Experiment ID: #42746
The Navigators
Experiment Summary
Timeframe: 01/06/2021 - 01/31/2021
The Navigators were promoting a free eBook about Scripture memory. While the offer was doing well in acquisition, they felt that the donation page conversion rate could be increased through optimization. They had seen experiments where personalizing the page (since the visitor had just given them personal information) might increase conversion. To this end, they added “Thank you, FirstName” to the headline. Then, they looked at the value proposition presented to the visitor after accepting the free eBook. The language on the control donation page was somewhat abstract—after promising to deliver the eBook, it went into an explanation of disciplemaking, and then made a very transactional ask to the donor: “A gift of $50 means that 2,000 people can see this eBook.”
They hypothesized that communal language, rather than transactional language, might increase conversion. First, they changed the first paragraph to thank the visitor for their desire to memorize more scripture. This was designed to reinforce the visitor’s decision, and to build the relationship. Then, instead of just asking the visitor to “get this into the hands of more Christians”, they reminded the visitor that they had just received a free book and asked them to “pay it forward” with a donation.
Research Question
We believe that personalizing the headline, inserting communal language, and leveraging reciprocity for eBook downloaders will achieve an increase in donor conversion rate.
Design
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[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Treatment-9-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment-9-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Treatment-9-43x50.png
[admin-width] => 43
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Treatment-9.png
[full-width] => 1585
[full-height] => 1834
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Treatment-9-372x430.png
[thumb_372-width] => 372
[thumb_372-height] => 430
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment-9-540x625.png
[single_post_thumbnail-width] => 540
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Treatment-9-28x32.png
[thumb_32_32-width] => 28
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Treatment-9-41x48.png
[thumb_48_48-width] => 41
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Treatment-9-55x64.png
[thumb_64_64-width] => 55
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Treatment-9-111x128.png
[thumb_128_128-width] => 111
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Treatment-9-58x67.png
[thumb_122_67-width] => 58
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Treatment-9-132x153.png
[thumb_153_153-width] => 132
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment-9-130x150.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 150
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment-9-153x177.png
[thumb_232_177-width] => 153
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment-9-544x629.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 629
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment-9-271x314.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 314
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[thumb_271_271-width] => 234
[thumb_271_271-height] => 271
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[thumb_272_172-width] => 149
[thumb_272_172-height] => 172
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[thumb_372_461-width] => 372
[thumb_372_461-height] => 430
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[thumb_372_500-width] => 372
[thumb_372_500-height] => 430
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[thumb_385_270-width] => 233
[thumb_385_270-height] => 270
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[thumb_416_241-width] => 208
[thumb_416_241-height] => 241
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[thumb_448_410-width] => 354
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment-9-709x820.png
[thumb_448_410_retina-width] => 709
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment-9-330x382.png
[thumb_574_382-width] => 330
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment-9-341x395.png
[thumb_776_395-width] => 341
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment-9.png
[gform-image-choice-sm-width] => 259
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment-9.png
[gform-image-choice-md-width] => 346
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment-9.png
[gform-image-choice-lg-width] => 519
[gform-image-choice-lg-height] => 600
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 1.1% | $0.00 | ||
| T1: | Treatment | 1.6% | 46.6% | 99.0% | $0.00 |
This experiment has a required sample size of 3,863 in order to be valid. Since the experiment had a total sample size of 13,374, 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— 46.6% increase in conversion rate
Ă— 0% increase in average gift
Key Learnings
The treatment donation page produced a 46.6% lift in conversion—which shows that these optimizations added up to have a significant impact on conversion.
Of note—the average gift for the treatment was lower than the control, which may have been an effect of removing the $50 gift handle. This is a great opportunity for a future test: how can that be included or suggested without clouding the value proposition?
Additionally, it was observed that the donation button says "submit" and this could be tested to increase motivation at the final point of conversion.
Observations of the impact on other visitor segments in the experiment:
- Mobile visitors had a 48.3% increase in donations with a 95% level of confidence.
- Returning visitors had a 59.8% increase in donations with a 99% level of confidence.
- Email visitors had a 76.5% increase in donations with a 99% level of confidence.
- Tablet visitors had a 454.4% increase in donations with a 99% level of confidence.