Focus on the Family
What message resonates more “give hope” or “deliver hope”
Experiment ID: #192635
Focus on the Family
Experiment Summary
Timeframe: 11/04/2024 - 11/21/2024
Each high-urgency campaign FOTF pushes a wiki header on their homepage. When the campaign first started we wanted to make sure that the language that we used in it was the most optimized that it could be going into our biggest testing season. For this we wanted to see if “give hope” or “deliver hope” resonates more with their audience. While the actual message itself is very similar, we were able to see a massive difference when it comes to making a gift.
Research Question
We believe that changing the copy from “giving hope” to “deliver hope” for the homepage wiki header will achieve a higher donor conversion rate because while the language is slightly different the tangibility between deliver and give is significant.
Design
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[thumb_448_410-width] => 448
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) ) )
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift |
---|
C: | Control | $1.76 | | | $80.76 |
T1: | Treatment | $4.12 | 134.6% | 87.8% | $142.53 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant
level of confidence
was not met so these experiment results are not valid.
Key Learnings
The key learning from this experiment is that changing the copy from “giving hope” to “deliver hope” for the homepage wiki header resulted in a significant increase in Revenue for All Traffic, specifically a 134.6% increase. However, the statistical confidence level of 87.8% falls slightly below the typical threshold of 95% for results to be considered valid.
In future experimentation, it would be important to continue testing different language variations to validate the initial positive outcome. Additionally, considering the notable increase in revenue seen with the change from “giving hope” to “deliver hope,” it might be beneficial to explore further tests that focus on emphasizing the tangible impact and action-oriented language to drive donor conversion rates. Ultimately, this experiment highlights the importance of continuously testing and refining messaging to maximize effectiveness in engaging with the audience and achieving campaign goals.