How simplifying copy on a ways to give page impacted donor conversion rates
Experiment ID: #195838
Pathway to Victory
Experiment Summary
Timeframe: 03/10/2025 - 04/07/2025
Pathway to Victory is the broadcast ministry of First Dallas.
This year PTV wants to optimize their website to encourage more engagement from site visitors.
The ‘ways to give’ page is a popular page on PTV’s website, and it traditionally offers different methods where supporters of PTV can donate.
In this experiment, we simplified the amount of copy underneath each ‘box’ that promoted different ways to give, with the goal of reducing friction and increasing conversions.
Research Question
We believe that reducing copy for potential donors will achieve an increase in conversion rates.
Design
C: Control
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)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 52.1% | $0.00 | ||
| T1: | Treatment 1 | 54.5% | 4.6% | 40.4% | $0.00 |
This experiment has a required sample size of 3,344 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 learning from this experiment is that simplifying the copy underneath each ‘box’ on the ‘ways to give’ page led to a 2.1% increase in transactions for all traffic. While this result shows a positive impact, the statistical level of confidence was only 19.6%, which is too low to consider the results valid for future decision making.
Moreover, the number of clicks on each variant was flat, while time on page was 45% longer on the control version. Despite this longer time spent on page, the conversion rate was less, indicating that people that are visiting that page are already doing so with the intent to donate.