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Hoover Institution

How shortening the donation page copy for one of the most popular offers impacted instant donor conversions

Experiment ID: #179496

Hoover Institution

Experiment Summary

Timeframe: 05/18/2024 - 07/06/2024

The Hoover Institution is a public policy research center and think tank located at Stanford University in California, United States. For one of their longest-running offers, Dueling Populisms, we wanted to test whether shortening the copy on an instant donation page would impact donor conversion rates. The hypothesis was that a donor would have already read a long email and long landing page to get to the instant donation page, therefore we were reducing friction by limiting the amount of copy they needed to read.

Research Question

We believe that shortening copy on a donation page for content offer downloaders will achieve a change in donation conversion rates.

Design

C: Control Version
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T1: Treatment
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[post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Treatment-75-33x50.png [admin-width] => 33 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/Treatment-75.png [full-width] => 2880 [full-height] => 4370 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Treatment-75-372x564.png [thumb_372-width] => 372 [thumb_372-height] => 564 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment-75-412x625.png [single_post_thumbnail-width] => 412 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Treatment-75-21x32.png [thumb_32_32-width] => 21 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Treatment-75-32x48.png [thumb_48_48-width] => 32 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Treatment-75-42x64.png [thumb_64_64-width] => 42 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Treatment-75-84x128.png [thumb_128_128-width] => 84 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Treatment-75-44x67.png [thumb_122_67-width] => 44 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Treatment-75-101x153.png [thumb_153_153-width] => 101 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment-75-107x163.png [thumb_130_163-width] => 107 [thumb_130_163-height] => 163 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment-75-117x177.png [thumb_232_177-width] => 117 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment-75-428x650.png [thumb_272_325-width] => 428 [thumb_272_325-height] => 650 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment-75-228x346.png [thumb_271_346-width] => 228 [thumb_271_346-height] => 346 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment-75-179x271.png [thumb_271_271-width] => 179 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment-75-113x172.png [thumb_272_172-width] => 113 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment-75-304x461.png [thumb_372_461-width] => 304 [thumb_372_461-height] => 461 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment-75-330x500.png [thumb_372_500-width] => 330 [thumb_372_500-height] => 500 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment-75-178x270.png [thumb_385_270-width] => 178 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment-75-159x241.png [thumb_416_241-width] => 159 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment-75-270x410.png [thumb_448_410-width] => 270 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment-75-540x820.png [thumb_448_410_retina-width] => 540 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment-75-252x382.png [thumb_574_382-width] => 252 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment-75-260x395.png [thumb_776_395-width] => 260 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment-75.png [gform-image-choice-sm-width] => 198 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment-75.png [gform-image-choice-md-width] => 264 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment-75.png [gform-image-choice-lg-width] => 395 [gform-image-choice-lg-height] => 600 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control Version 3.9% $63.56
T1: Treatment 2.3% -41.1% 100.0% $56.85

This experiment has a required sample size of 889 in order to be valid. Since the experiment had a total sample size of 6,063, 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
× 41.1% decrease in conversion rate
× 10.6% decrease in average gift
47.3% decrease in revenue

Key Learnings

The key learnings from this experiment are as follows:

1. Shortening the copy on a donation page for content offer downloaders led to a 41.1% decrease in Transactions for All Traffic, indicating that the treatment was less effective than the control in terms of donor conversion rates.

2. Despite the overall decrease in Transactions for All Traffic, One-Time Donation experienced a 19% increase, showing that the shortened copy may have resonated better with donors looking to make a one-time contribution.

3. It is essential to consider the specific donor behavior and preferences when designing donation pages. Different segments of donors may respond differently to varying levels of copy and messaging.

In future experimentation, we should continue to test different approaches to optimize donation pages, taking into account the insights gained from this experiment. It may be beneficial to tailor the copy length based on the donor's intent (e.g., one-time donation vs. regular giving) and conduct further testing to refine our strategies for different donor segments. Additionally, we should explore other factors that could influence donor conversion rates, such as design elements, donation amounts, and calls to action, to further enhance the effectiveness of our donation pages.

Experiment Documented by NextAfter

Question about experiment #179496

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