How multivariate copy changes on a primary donation page affects revenue
Experiment ID: #166357
Colson Center
Experiment Summary
Timeframe: 12/21/2023 - 01/16/2024
A public policy organization previously launched a multivariate test on their primary donation page in which 36 copy variations were tested in order to find the optimal combination of those changes. These variations included adding a “Your voice in Washington” subheadline, editing copy within a bulleted list describing what the organization does using the donor’s gift, adding “We fight for YOU” copy above the donation form, and more.
After running the test for 11 days, the organization ended the test and implemented changes on the donation page based on the combination of copy variations within the variant that led to the most revenue or donations during that time.
In an effort to solidify the learning on whether or not these copy edits led to a valid increase in revenue or donations, we created a new test with one control, the new donation page based on copy edits as a result of the multivariate test, and one variant, the original donation page copy.
We believe that by testing only one set of copy edits against the original copy, we will be able to reach a higher sample size for the variant and the test will be more likely to lead to a valid learning.
Research Question
We believe that testing one set of copy variations against the control for primary donation page visitors will achieve a valid learning.
Design
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[2048x2048-width] => 885
[2048x2048-height] => 878
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/MVT_Copy.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 694
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/MVT_Copy-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/MVT_Copy-50x50.png
[admin-width] => 50
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/MVT_Copy.png
[full-width] => 885
[full-height] => 878
[thumb_372] => https://www.nextafter.com/wp-content/uploads/MVT_Copy-372x369.png
[thumb_372-width] => 372
[thumb_372-height] => 369
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/MVT_Copy-630x625.png
[single_post_thumbnail-width] => 630
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/MVT_Copy-32x32.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/MVT_Copy-48x48.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/MVT_Copy-64x64.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/MVT_Copy-128x128.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/MVT_Copy-68x67.png
[thumb_122_67-width] => 68
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/MVT_Copy-153x153.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/MVT_Copy-130x129.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 129
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/MVT_Copy-178x177.png
[thumb_232_177-width] => 178
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/MVT_Copy-544x540.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 540
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/MVT_Copy-271x269.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 269
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/MVT_Copy-271x269.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 269
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/MVT_Copy-173x172.png
[thumb_272_172-width] => 173
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/MVT_Copy-372x369.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 369
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/MVT_Copy-372x369.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 369
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/MVT_Copy-272x270.png
[thumb_385_270-width] => 272
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/MVT_Copy-243x241.png
[thumb_416_241-width] => 243
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/MVT_Copy-413x410.png
[thumb_448_410-width] => 413
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/MVT_Copy-827x820.png
[thumb_448_410_retina-width] => 827
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/MVT_Copy-385x382.png
[thumb_574_382-width] => 385
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/MVT_Copy-398x395.png
[thumb_776_395-width] => 398
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/MVT_Copy.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 298
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/MVT_Copy.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 397
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/MVT_Copy.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 595
)
)
)
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Original Copy | $34.32 | $323.94 | ||
| T1: | MVT Copy | $28.30 | -17.6% | 0.0% | $271.04 |
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 reverting to the original donation page copy led to a 21.3% increase in revenue for all traffic. However, the statistical level of confidence is only 79.3%, which is below the accepted threshold of 85% for validity.
This means that the results of this experiment should not be considered valid or used for future decision-making. It is important to conduct further experiments with a larger sample size or longer duration to obtain more reliable and conclusive results.
Future experimentation should focus on testing one variation of copy edits to identify individual changes' effect on donation page revenue or transactions.