How structuring the donation page copy in a user-friendly manner impacted donor conversion rate
Experiment ID: #108096
The Gospel Coalition
Experiment Summary
Timeframe: 09/26/2022 - 10/28/2022
TGC’s Digital Discipleship eBook funnel was producing a low instant conversion rate. Users that reached the instant donation page after signing up to receive the eBook were making donations at a rate well below the benchmark. We came across a TGC video that we thought did an excellent job of highlighting our cause and what we’re hoping to accomplish. So we transcribed it, and transferred the three important things stated in the video into the instant donation page copy for this offer. We wondered if diverting from the traditional copy format on the donation page and structuring the copy in a more user-friendly manner would increase donor conversion rate.
Thus, we updated the headline to invoke more excitement toward the step that the user just took. We then implemented the three important things from the video into the donation page copy, numbering them so they would be easy for the user to follow.
Research Question
We believe that structuring the donation page copy in a user-friendly manner and spanning the value prop across “three important things” for potential donors will achieve a higher donor conversion rate.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.00% | ||
| T1: | Treatment | 0.00% | 0.0% | 0.0% |
This experiment has a required sample size of 1 in order to be valid. Since the experiment had a total sample size of 169, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The test resulted in zero donations for the control and treatment variants, so there was no learning. The Digital Discipleship eBook offer was not performing well at the ad level either, so we turned off the ad campaign we had running for it in Facebook. As a result, there was little web traffic actually getting to the instant donation page for the offer. This test may be worth running again if we can optimize the campaign at the ad level and generate more users to the instant donation page.