How emphasizing the urgency of a campaign impacts donor conversion
Alliance Defending Freedom
Alliance Defending Freedom is an alliance-building legal organization that advocates for the right of people to freely live out their faith.
Experiment Summary
Timeframe: 10/17/2017 - 11/30/2017
Alliance Defending Freedom was looking for new ways to optimize the performance of their Jack Phillips donation page. They wondered: Can we positively impact visitor motivation and by increasing the relevance and urgency donating to support the Jack Phillip’s case? They created a treatment version and launched an A/B test to find out.
Research Question
Will donation page copy that emphasizes the relevance and urgency of Jack’s case increase donor acquisition?
Design
Results
Treatment Name | Conv. Rate | Relative Difference | Confidence | |
---|---|---|---|---|
C: | Control | 43.8% | ||
T1: | Treatment 1 | 42.1% | -4.0% | 35.0% |
This experiment has a required sample size of 6,084 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
Alliance Defending Freedom found that this test produced no statistically significant results. Therefore, the impact of the treatment version is inconclusive. Still, the fact that this page did not produce a valid result does tell us that the copy used on the treatment page to emphasize the urgency of this case did not increase visitor motivation.
Question about experiment #8028
If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.