Reasons to Believe

How using more active language in a donation page headline impacts donor conversion rate

Experiment ID: #117853

Reasons to Believe

Experiment Summary

Timeframe: 12/02/2022 - 12/11/2022

Reasons to Believe was running a high urgency campaign. In order to increase donor conversion rate on the donation page we wanted to test the language used in the donation page header so that it had more active language. The control for this experiment said: Help other overcome doubt with science and biblical truth. The treatment for this test said: Fight doubt with science and biblical truth. Our hypothesis was that the treatment language was much more active and helping the donor visualize what their gift is going towards.

Research Question

We believe that using active language in a header for donation page visitors will achieve a higher donor conversion rate .


C: Control
T1: Treatment


  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 16.4% $0.00
T1: Treatment 33.3% 103.7% 96.0% $0.00

This experiment has a required sample size of 49 in order to be valid. Since the experiment had a total sample size of 106, 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
× 103.7% increase in conversion rate
× 0% increase in average gift

Key Learnings

This experiment resulted in a valid 103% increase in donor conversion rate with a level of confidence of 95.9%. These results validate our hypothesis in that the treatment language inspired and motivated more people to give. Words like “help others” is consistently used in their copy and using more active language may have captured the attention of more people and moved them to action. Additionally we saw a valid 389% increase in revenue from this experiment. So, not only were more people willing to give, they were willing to give in higher amounts.

Notable changes to other metrics due to the experiment:

  • Revenue experienced a 389.9% increase with a 98% level of confidence.

Experiment Documented by NextAfter

Question about experiment #117853

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