Scouts

How using fear of loss language on an instant donation page affects conversion rate

Experiment ID: #98044

Scouts

Experiment Summary

Timeframe: 06/20/2022 - 08/19/2022

Boy Scouts of America is running a National Scouting Survey to hear the opinions and thoughts of former Scouts on what Scouting did for them and how it has impacted their life. The survey acquires traffic through paid Facebook advertising.

The original instant donation page copy focused on what Boy Scouts did for young people and what traits it provided them to grow into strong leaders. We wanted to test using fear of loss language in the donation page copy to see if we could increase the conversion rate on the page.

Within our treatment copy, a sense of urgency is brought in by emphasizing what society and young people will lack without the resources that BSA provides to Scouts.

Research Question

We believe that adding fear of loss in the language on the donation page for prospective donors will achieve a higher donor conversion rate.

Design

C: Control
T1: Treatment

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 1.3% $0.00
T1: Treatment 4.6% 240.2% 98.7% $0.00

This experiment has a required sample size of 205 in order to be valid. Since the experiment had a total sample size of 700, 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
× 240.2% increase in conversion rate
× 0% increase in average gift

Key Learnings

The fear of loss language on the treatment donation page caused a 240.2% increase in conversion rate with a 98.7% level of confidence. This informs us that this language resonates better with prospective donors causing them to be more likely to make a donation.

We believe that the fear of loss language is better aligned with the questions on the survey page. By asking users what their thoughts are on the importance of the skills that BSA teaches within the survey, the prospective donors were more inclined to give a donation on the donation page because we emphasized what the younger generation would lose without the support of the BSA.

This emphasis caused users on the page to care more about donating to the organization because they do not want to see a society that lacks loyalty, trustworthiness, etc.

We believe this concept should be tested further on other instant donation pages.


Experiment Documented by NextAfter

Question about experiment #98044

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