How urgency on a donation page affects donor conversion rate Experiment ID: #7530

Buckner International

Buckner International is a global ministry dedicated to the transformation and restoration of the lives we serve. We are a Christ-centered organization that delivers redemptive ministry to the most vulnerable from the beginning to the ending of life.

Experiment Summary

Timeframe: 9/1/2017 - 9/29/2017

Buckner was testing more urgent copy for an immediate need on the donation page of their content offer, 7 Scriptures to Pray for the Child in your Life. The immediate need focused around Hurricane Harvey and the Buckner staff and families affected by the disaster. The ads and acquisition page for the offer remained the same.

Research Question

Does increasing urgency on a donation page increase donor conversion?


C: Control
T1: Harvey Donate


Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 0.11% $10.00
T1: Harvey Donate 0.17% 46.1% 32.5% $24.96

This experiment has a required sample size of 39,398 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

This test did not reach 95% validation or reach statistical power of over 80%, so the test results were not valid. However, we did see a trend towards a higher gift amount on the treatment page, likely due to the urgency of the need. It is also likely that the time window for donations to Harvey had passed once the treatment began, which could have had some effect on conversion rate.

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Experiment Documented by...

Allison Jones

Allison is an Optimization Associate at NextAfter. If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.