The Navigators

How prioritizing value proposition on an instant donation page’s header impacts donor conversion rate

Experiment ID: #143996

The Navigators

Experiment Summary

Timeframe: 04/03/2023 - 04/30/2023

This experiment serves as a follow up a previous experiment (https://app.winstonknows.com/e/8GVA) where we moved the transactional fund ID language from the header. We hypothesized that this transactional language would not inspire more people give. We wanted to give people the opportunity to read through the entire value proposition before making their gift. So, we tested moving the transactional language and Fund ID to the bottom of the experience, beneath the gift array.

When we initially ran the experiment we saw a valid decrease in donor conversion rate. We hypothesized that there were several factors that contributed to the decrease in donations:

The change headline actually made the “thank you” line not seem like a an actual header.
Though the fund ID sounds transactional – the first sentence says “Support the Navigators” and it may be that this sentence is giving the reader more clarity as to what they’re supposed to do on that page
Seeing thank you at the very top with no other CTA may make the person think that this is the end of the interaction.

So we ran a followup experiment where we ran 2 treatments.

The first treatment enlarged the “thank you” line so that it looked like an actual header. The second treatment enlarged the copy and added a transitional sentence to let people know that this was not just a confirmation page, nor is it the end of the interaction. This transitional copy served as a replacement for the “Support the Navigators” copy and had more value prop-based language.

This was tested across all the active instant donation pages for the Navigators’ offers.

Research Question

We believe that prioritizing value proposition in the donation page header for prospective donors will achieve an increase in donor conversion rate because we are reducing anxiety by focusing on “fund” language and giving people a clear call to action.

Design

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T1: Treatment 1 - Enlarged Headline

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T2: Treatment 2 - Enlarged Headline + Transition Copy

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Results

	Treatment Name	Conv. Rate	Relative Difference	Confidence	Average Gift
C:	Control	1.5%			$0.00
T1:	Treatment 1 - Enlarged Headline	1.2%	-20.6%	53.0%	$0.00
T2:	Treatment 2 - Enlarged Headline + Transition Copy	2.4%	60.4%	92.0%	$0.00

This experiment has a required sample size of 1,291 in order to be valid. Since the experiment had a total sample size of 4,273, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

The key learning from this experiment is that prioritizing value proposition in the donation page header for prospective donors can achieve an increase in donor conversion rate. By providing a clear call to action in the header and removing the transactional language (fund ID), the treatment resulted in a 60% directional lift in donations for all traffic, with a 92.0% statistical level of confidence.

Results indicate that the font size of the header had no real impact on conversion rate but when paired with the transitional sentence we saw a significant impact. Our initial hypothesis was correct in that it's likely that ebook downloaders believed that this donation page was actually a confirmation page with no further action to be taken. Additionally, the use of more value based language ("do you want to make resources like this available to others who want to grow in their faith") inspired more people to take action and refocuses people on the "why" of their gift.

Experiment Documented by NextAfter

Question about experiment #143996

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.