Impact of reducing mental anxiety by adding, “cancel anytime” to a monthly donation page
Care Net
Experiment Summary
Timeframe: 09/20/2021 - 11/14/2021
We know that decreasing mental anxiety leads to an increase in donor conversion. One potential point of anxiety when asking for a monthly donation is the concern that the donor is then “locked into” a recurring transaction that they can’t get out of. We decided to test adding “cancel anytime” language to the donation page for our Fall monthly donor campaign to see which converted more donors.
Research Question
We believe that Adding “cancel anytime” language to our monthly donation page for visitors will achieve a greater conversion rate.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 19.3% | $0.00 | ||
| T1: | Cancel at Anytime | 26.7% | 38.7% | 83.2% | $0.00 |
This experiment has a required sample size of 248 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
Due to the limited duration of the test (one two-week campaign) we couldn’t validate the results on all audiences, however we had enough mobile traffic to validate based on that segment. Here, we found a 38% increase in donor conversion. Most other segments also reported an increase in donor conversion by adding the “cancel anytime language.” ( the overall average was a 12% increase). This means that by reducing this mental anxiety we can convert more visitors into monthly donors. We will roll this out to other pages.