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The Heritage Foundation

How referencing the new presidential administration in donation page copy affects donor conversion rate

Experiment ID: #192979

The Heritage Foundation

Experiment Summary

Timeframe: 11/14/2024 - 11/25/2024

The Heritage Foundation was running a campaign where visitors could sign up to receive an eBook version of their Founders Almanac book. After signing up to receive the free eBook, visitors were redirected to a donation page where they could choose to give a gift.

In an effort to increase donor conversion rate on the donation page, and in response to the changing landscape of American policy following the presidential election, they wanted to test whether updated page copy referencing the incoming Trump administration and the work that Heritage can do because of it leads to this increase.

The control page contained copy that referenced the radical Left. The treatment page took the opportunity to take on a more hopeful tone of restoring the Founding Father’s vision that is more attainable with the newly elected administration.

The test ran for one week and each variant received 50% of traffic from Facebook ads and email prospecting.

 

Research Question

We believe that updating instant donation page copy to reference the new presidential administration for eBook downloaders will achieve an increase in donor conversion rate because visitors will have increased context on the renewed opportunity for Heritage’s policy solutions to be implemented with the new administration.

Design

C: Control
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T1: Treatment 1
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Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 3.1% $26.11
T1: Treatment 1 4.2% 33.4% 64.3% $24.08

This experiment has a required sample size of 2,509 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 learnings from this experiment are that updating instant donation page copy to reference the new presidential administration for eBook downloaders resulted in an increase in Transactions by 18.6%. However, the statistical level of confidence was only 42.5%, which means that these results cannot be considered valid and should not be used for future decision making. These results suggest that more timely copy referencing the new administration may not be as motivating a factor as focusing on the Left's destructive policies. In future experimentation, it is important to ensure that the sample size is sufficient to achieve a higher level of confidence in the results. Additionally, it may be beneficial to run the experiment for a longer period of time to account for any potential fluctuations or outliers. It is also essential to carefully analyze the data and results before drawing any conclusions or making decisions based on them.

Experiment Documented by NextAfter

Question about experiment #192979

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