Will Adding 5 Things You Should Know to the 6 Steps to Share Your Faith Giving Page Increase Donor Conversion Because the Case for Support is Easier to Understand?
KCBI
Experiment Summary
Timeframe: 03/11/2024 - 04/03/2024
KCBI’s donor conversion on it’s acquisition pages could see some improvement across all it’s offers. The team wanted to know — as seen with other clients — will arranging the case for support language on the giving page in 5 easy points to understand help convert more eBook sign-ups to become donors?
Research Question
We believe that arranging the case for support language in 5 easy points for people who signed up to receive 6 Steps to Share Your Faith will achieve increased completed transactions because the copy on the page is arranged in an easy to follow list and conveys 5 important points about the eBook they are about to enjoy and receive value from.
Design
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $0.22 | $10.40 | ||
| T1: | Variation 1 | $0.29 | 33.3% | 57.6% | $10.40 |
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 learnings from this experiment are that arranging the case for support language in 5 easy points on the giving page for 6 Steps to Share Your Faith led to a 33.3% increase in transactions for all traffic. However, the statistical level of confidence was only 57.6%, which is below the accepted threshold of 85%.
While the results suggest that the treatment had a positive impact on donor conversion, it is not statistically significant. We’re going to retest this treatment on an offer that has higher traffic to see if we can get a valide result.
Additionally, it may be beneficial to explore other methods of arranging the case for support language or testing different variations to see which one resonates best with potential donors. Regular experimentation and testing can help KCBI identify effective strategies for improving donor conversion on its acquisition pages.