How the reader’s motivation behind the call to action impacted the donor conversion rate
Americans for Prosperity
Timeframe: 09/04/2020 - 10/02/2020
As a part of experimenting with motivation on post-eBook signup donation pages for Americans for Prosperity, we decided to experiment with a “give” vs. “get” call to action.
How does the “give to others” call to action compare to the “get more” call to action?
|Treatment Name||Conv. Rate||Relative Difference||Confidence|
|C:||Get the info out CTA||0.70%|
|T1:||What we offer CTA||5.0%||605.0%||97.0%|
This experiment has a required sample size of 116 in order to be valid. Since the experiment had a total sample size of 283, 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
× 605.0% increase in conversion rate
× 0% increase in average gift
With a 97% level of confidence, we observed a +607% increase in donor conversion rate by setting up the problem and outlining our offer to help the reader solve it.
The difference between the two treatments was so wide and no further promotion of this offer is expected, after having achieved only about 16% of the minimum number of conversions we would normally like to see with an experiment of this type.
Therefore, further experimentation is required. With that said, the learning here might be that focusing on what you offer to the audience as a solution to a common problem they feel they are experiencing instead of getting information to other people might be more motivating moving forward.
Question about experiment #40343
If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.