Will longer copy help donors convert on a lower third slide up?
Experiment ID: #195905
NextAfter
Experiment Summary
Ended On: 03/13/2025
Focus on the Family is a global ministry that is a well recognized brand. They drive tons of traffic to their site daily.
Right now, they are in the middle of a sustainer drive. To support this campaign we added what we call a ‘lower third’ slideup element to their content pages. We wanted to see if long or short copy worked best on the these pages to convert donors. Below is what we found.
Research Question
We believe that adding more copy value proposition for the lower third slide up will achieve more transactions because the additional value prop will provide social proof and clarity into what their gift is doing.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.05% | ||
| T1: | Treatment #1 | 0.11% | 123.3% | 98.3% |
This experiment has a required sample size of 17,214 in order to be valid. Since the experiment had a total sample size of 50,749, 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
× 123.3% increase in conversion rate
× 0% increase in average gift
Key Learnings
Key learnings from this experiment include:
1. Long copy, which includes a value proposition for the lower third slideup, was more effective in converting donors compared to short copy.
2. The additional value proposition provided social proof and clarity, which likely contributed to the higher donation rate.
3. The treatment resulted in a significant increase in donations, with a 98.3% level of confidence that the results were not due to random chance.
In future experimentation, we should:
1. Continue testing different copy lengths and value propositions to further optimize donation conversions.
2. Consider incorporating social proof and clear explanations of how donations will be used in our messaging.
3. Regularly analyze and track the performance of different elements to identify what resonates best with our audience and drives the most meaningful actions.