How year-end specific copy affects main donation page conversion
The Missionary Oblates of Mary Immaculate
The Missionary Oblates of Mary Immaculate are a Roman Catholic congregation of priests and brothers founded after the French Revolution by St. Eugene De Mazenod to work among the poor. Today there are nearly 4,000 missionaries working in more than 60 countries around the world.
Experiment Summary
Timeframe: 12/22/2017 - 01/02/2018
The Missionary Oblates were running a test on their main donation page for year-end. They tested year-end specific copy against their year-round main donation page. They also removed an image and made the headline bigger.
Research Question
Does year-end specific copy increase donations on a main donation page?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 40.9% | $81.28 | ||
| T1: | Year End Copy | 45.9% | 12.2% | 82.5% | $94.87 |
This experiment has a required sample size of 762 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
Although the experiment did not validate, we saw a trend upwards with the year-end specific treatment, with a 12% increase in donations and a significantly higher average gift with the treatment copy. This is likely due to the urgency in the copy along with an automatically more urgent page due to the timing of the test (highest fundraising time of the year).