How yes/no “autonomy” language on a recurring ask pop-up impacts recurring conversion rate
The Navigators
Experiment Summary
Ended On: 03/05/2024
For The Navigators February Sustainers Appeal campaign, we hypothesized that “yes/no” autonomy language would provide the user with a micro-decision therefore increasing the donor conversion rate.
The control features the standard single call-to-action. Whereas, the treatment offers the call-to-action to donate as well as a “No, I’m not interest option.”
Research Question
We believe that including a yes and no option for homepage visitors will achieve an increase in recurring conversion rate because the autonomy to make a micro-decision allows the visitor to feel in control before being asked for the gift. because the autonomy to make a micro-decision allows the visitor to feel in control before being asked for a gift.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.10% | ||
| T1: | Treatment #1 | 0.22% | 126.1% | 87.8% |
This experiment has a required sample size of 7,917 in order to be valid. Since the experiment had a total sample size of 9,985, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The key learning from this experiment is that including a yes and no option for homepage visitors led to a significant increase in recurring donation conversions. The treatment group saw a 126.1% increase in donations for all traffic at an 87.8% level of confidence.
Although this experiment did not validate, the results suggest that The Navigators audience appreciates the autonomy provided by both a “yes” and “no” option, and in turn, they are more likely to give a gift.
In future experimentation, it would be beneficial to continue testing variations of autonomy language to see if the trend of increased conversion rates holds true. Additionally, exploring other ways to empower visitors and make them feel in control of their actions could further enhance donation outcomes for The Navigator’s audience.