How suggesting a gift amount in the call-to-action of an email appeal impacts donor conversion
Experiment ID: #11538
Live Action
Experiment Summary
Timeframe: 06/01/2017 - 06/05/2017
In an effort to understand their donors better and increase donations in their email appeals, Live Action wondered if a call-to-action would be more effective and more people would convert to donors if they added a specific donation amount in the email call-to-action. They tested this in their recent email appeal. In the control they had a call to action that stated, “Would you help reach someone like Audrey and change their mind on abortion through a donation to Live Action, today? “. For the treatment they added a specific dollar amount in the call-to-action: “Your gift of $50 can help reach someone like Audrey and change their mind on abortion. Will you make a donation to Live Action, today?” They A/B split their email file.
Research Question
Would having a specific donation amount in the call-to-action increase donations and revenue?
Design
C: No suggested donation amount in CTA
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | No suggested donation amount in CTA | 0.13% | ||
| T1: | With suggested donation amount in CTA | 0.24% | 81.8% | 98.6% |
This experiment has a required sample size of 12,043 in order to be valid. Since the experiment had a total sample size of 37,474, 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
× 81.8% increase in conversion rate
× 0% increase in average gift
Key Learnings
The treatment with the specific donation amount in the call-to-action had a significant impact on donations. The treatment increased donations by 81.8% and revenue by 125%! By suggesting a specific dollar amount we were able to remove a decision for people out of the giving process which decreased friction. We were also able to suggest a higher giving amount then people may have originally given which impacted average gift and overall revenue!
This tactic should be used in appeals moving forward with additional testing on the specific donation amount that is suggested.