How using ease language impacts clicks in an email
Experiment ID: #194489
Dallas Theological Seminary
Experiment Summary
Ended On: 01/08/2025
When asking donors to consider monthly giving, the way you frame the opportunity can make all the difference. In this test, the team focused on how to talk about ease. Rather than only highlighting the benefits of monthly giving, the copy emphasized how simple and straightforward it is to sign up as a recurring donor.
Research Question
We believe that using ease language for people who receive the email will achieve more clicks because they will be more encouraged to become a monthly donor.
Design
C: Control
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.14% | ||
| T1: | Treatment 1 | 0.24% | 67.4% | 96.5% |
This experiment has a required sample size of 16,093 in order to be valid. Since the experiment had a total sample size of 37,193, 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:
67.4% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that using language about the ease of becoming a monthly donor significantly increased clicks in the email. The treatment, which focused on the ease of becoming a monthly donor, saw a 67.4% increase in clicks for all traffic with a statistical confidence level of 96.5%. This means the hypothesis was supported, showing that people were more encouraged to become a monthly donor when presented with language highlighting the ease of doing so. In future experimentation, it is important to continue testing the impact of language on donor behavior. Donations like Dallas Theological Seminary can increase donor engagement and acquisition by incorporating ease-of-donation language in future appeals and communications. It is also crucial to analyze the impact of different messaging strategies on other metrics such as donation amount, donor retention, and overall campaign success. Overall, this experiment highlights the importance of using language that resonates with donors and simplifies the donation process to inspire action.