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Texas State Historical Association

How the length of page copy affects donor conversion

Experiment ID: #1956

Texas State Historical Association

Experiment Summary

Timeframe: 07/15/2015 - 08/30/2015

TSHA’s standard membership form utilized a long version of copy in order to fully explain the mission of the organization, the history, and the associated benefits of becoming a member. There was a hypothesis that this long copy may actually be turned off potential members due to the amount of friction it introduced into the process.

We decided to create a new version of the page that would dramatically reduce the copy in order to validate this hypothesis.

Research Question

Does a shorter version of copy reduce page friction enough to increase donor conversion?

Design

C: Long Copy
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T1: Short Form
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https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-TSHA-Short-768x1296.png [medium_large-width] => 640 [medium_large-height] => 1080 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-TSHA-Short-607x1024.png [large-width] => 607 [large-height] => 1024 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-TSHA-Short-910x1536.png [1536x1536-width] => 910 [1536x1536-height] => 1536 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-TSHA-Short.png [2048x2048-width] => 1199 [2048x2048-height] => 2024 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-TSHA-Short-600x400.png [ab-block-post-grid-landscape-width] => 600 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-TSHA-Short-600x600.png [ab-block-post-grid-square-width] => 600 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-TSHA-Short.png [tp-image-grid-width] => 415 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-TSHA-Short-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-TSHA-Short-30x50.png [admin-width] => 30 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-TSHA-Short.png [full-width] => 1199 [full-height] => 2024 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-TSHA-Short-372x628.png [thumb_372-width] => 372 [thumb_372-height] => 628 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-TSHA-Short-370x625.png [single_post_thumbnail-width] => 370 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-TSHA-Short-19x32.png [thumb_32_32-width] => 19 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-TSHA-Short-28x48.png [thumb_48_48-width] => 28 [thumb_48_48-height] => 48 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-TSHA-Short-38x64.png [thumb_64_64-width] => 38 [thumb_64_64-height] => 64 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-TSHA-Short-76x128.png [thumb_128_128-width] => 76 [thumb_128_128-height] => 128 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-TSHA-Short-40x67.png [thumb_122_67-width] => 40 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-TSHA-Short-91x153.png [thumb_153_153-width] => 91 [thumb_153_153-height] => 153 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-TSHA-Short-97x163.png [thumb_130_163-width] => 97 [thumb_130_163-height] => 163 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-TSHA-Short-105x177.png [thumb_232_177-width] => 105 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-TSHA-Short-385x650.png [thumb_272_325-width] => 385 [thumb_272_325-height] => 650 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-TSHA-Short-205x346.png [thumb_271_346-width] => 205 [thumb_271_346-height] => 346 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-TSHA-Short-161x271.png [thumb_271_271-width] => 161 [thumb_271_271-height] => 271 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-TSHA-Short-102x172.png [thumb_272_172-width] => 102 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-TSHA-Short-273x461.png [thumb_372_461-width] => 273 [thumb_372_461-height] => 461 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-TSHA-Short-296x500.png [thumb_372_500-width] => 296 [thumb_372_500-height] => 500 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-TSHA-Short-160x270.png [thumb_385_270-width] => 160 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-TSHA-Short-143x241.png [thumb_416_241-width] => 143 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-TSHA-Short-243x410.png [thumb_448_410-width] => 243 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-TSHA-Short-486x820.png [thumb_448_410_retina-width] => 486 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-TSHA-Short-226x382.png [thumb_574_382-width] => 226 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-TSHA-Short-234x395.png [thumb_776_395-width] => 234 [thumb_776_395-height] => 395 ) ) )

Results

 Treatment NameConv. RateRelative DifferenceConfidenceAverage Gift
C: Long Copy 5.2%$51.60
T1: Short Form 5.2%0.5% 1.6%$62.00

This experiment has a required sample size of 5,597,714 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 two landing pages had nearly identical conversion rates and there was no statistically significant difference between the average gift amounts. This result supports the conclusion that the length of copy on the page is not a significant factor in the overall conversion of the page.

In the future, it would be recommended that we need to find ways to add value for the potential member through different value propositions, incentives, and other page elements.

Experiment Documented by NextAfter

Question about experiment #1956

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