How membership language affects donor conversion
Illinois Policy Institute
Experiment Summary
Timeframe: 03/02/2018 - 04/09/2018
Illinois Policy Institute wanted to launch a membership program to better sell the benefits of a donating and increase retention. They were curious whether this membership language would present a stronger value proposition than the straightforward donation ask. They split traffic at the “donate” button and sent half the traffic to the donation page and half to the membership page.
Research Question
How will membership language affect donor conversion?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.57% | $35.83 | ||
| T1: | Variant 1 | 0.53% | -7.8% | 10.1% | $87.50 |
This experiment has a required sample size of 212,391 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
After running this experiment for a month, there was no statistical difference on