How urgency language increases revenue
The Missionary Oblates of Mary Immaculate
The Missionary Oblates of Mary Immaculate are a Roman Catholic congregation of priests and brothers founded after the French Revolution by St. Eugene De Mazenod to work among the poor. Today there are nearly 4,000 missionaries working in more than 60 countries around the world.
Ended On: 10/09/2020
During a fall campaign, we test heightened urgency in the call to action versus the typical “give today”. We wanted to see if it increased the number of the donations, but also whether it increased revenue.
Does more specific language around the time frame for the call to action increase urgency?
|Treatment Name||Revenue per Visitor||Relative Difference||Confidence||Average Gift|
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was met so these 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
× 73.5% increase in conversion rate
× 53.9% increase in average gift
167.2% increase in revenue
While the test did not fully validate on donations, with only a 91% level of confidence, it did validate based on revenue. Our hypothesis is that the word today allows some space in the donors mind to maybe come back sometime later and give. The words “right now” do not, and they prompt donors to give immediately and give more.
One important thing to keep in mind while considering this test is that the click rate was not higher on this test. The control had a click rate of 1.9% while the test “right now” had a slightly lower rate of 1.89%. This means that the language of giving “right now” carried through in a powerful enough way to increase giving by 73.5%, and it increased revenue by 167%. That is powerful language.
Question about experiment #37350
If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.