How using a more concise donation page in a high urgency campaign affects donor conversion
Experiment ID: #164728
The Navigators
Experiment Summary
Ended On: 11/21/2023
This ministry organization ran a high-urgency campaign to their full housefile with the goal of acquiring more recurring donors. The original donation page re-explained most points that the emails had already described, so we asked ourselves the questions:
Are subscribers still needing this much information by the time they get to the donation page? Or are they just ready to give, and we are getting in their way by proposing more hypothetical questions?
That’s why we proposed a second, short, to-the-point donation page that focuses on clarity and is more concise.
Research Question
We believe that adding clarity and being more concise for potential donors will achieve a higher donor conversion rate because repeated information on a donation page is added friction to the donation process which can deter people from giving.
Design
C: Control
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)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.09% | ||
| T1: | Treatment #1 | 0.09% | 0.9% | 4.8% |
This experiment has a required sample size of 106,002,651 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 a more concise and clear donation page may lead to a higher donor conversion rate. The treatment, which focused on eliminating repeated information and reducing friction in the donation process, saw a 0.9% increase in donations. However, the statistical level of confidence was only 4.8%, which is below the recommended 85%.
In future experimentation, it is important to continue exploring the impact of clarity and conciseness on donor conversion rates. The results of this experiment suggest that potential donors may prefer a streamlined and simplified donation process without excessive information repetition. Further testing with larger sample sizes and higher statistical power could help validate these findings and provide more reliable insights for decision making.
Additionally, it would also be valuable to explore other potential factors that could impact donor conversion rates, such as the design and layout of the donation page, messaging and storytelling techniques, and ease of use. By combining multiple variables and testing different combinations, a deeper understanding of the most effective strategies for acquiring recurring donors can be gained.