How the Learn More vs. Donate Button on Facebook Led to a Higher Conversion Rate
Prison Fellowship International
Experiment Summary
Ended On: 02/14/2023
Prison Fellowship International works to transform the lives of prisons, their families and victims through a global network of community partners. In recent months we have been showcasing the support a child program for the children of prisoners that is more general than 1:1 child sponsorship. Programmatically it costs less to maintain while allowing more children to participate. The ads were not converting as many donors as we wanted to see. The current ads running on Facebook were asking the potential donor to select the “Donate Now” button to move to the Donation Page sharing additional information. We have used the “Learn More” button in Facebook and achieved higher results. We conducted an A/B test using the Learn More Button vs. Donate.
Research Question
We believe that using the “Learn More” vs. the “Donate Now” button on Facebook for potential donors will achieve a higher donor conversion rate because asking the potential donor to Learn More vs. immediately donate reduces friction..
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 1.00% | ||
| T1: | Treatment #1 | 1.1% | 14.5% | 22.1% |
This experiment has a required sample size of 38,852 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 using the “Learn More” button instead of the “Donate Now” button on Facebook for potential donors may lead to a higher donor conversion rate due to reduced friction. The treatment resulted in a 14.5% increase in donations for all traffic, although the statistical level of confidence was 22% and below the 85% necessary to validate the experiment. Because the overall traffic is low, we recommend moving forward with the treatment as it did produce a higher conversion rate and we have used this as a control button on child sponsorship.