How positioning of your gift impacted donor conversion rate
Americans for Prosperity
Experiment Summary
Timeframe: 12/16/2019 - 12/27/2019
During year-end prospecting efforts, Americans for Prosperity launched their annual “National Concerned Citizen’s Survey” offer. The survey was promoted through ads and housefile emails. In the instant donation page that followed, we developed a treatment that explored the idea that someone’s gift to AFP would be used to return power to the people who feel unheard.
Research Question
Will positioning the gift as empowering people who don’t feel heard increase donor conversion rate?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | More grassroots activists | 6.3% | $0.00 | ||
| T1: | Give you a voice | 2.8% | -55.0% | 96.4% | $0.00 |
This experiment has a required sample size of 279 in order to be valid. Since the experiment had a total sample size of 636, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
0% increase in traffic
× 55.0% decrease in conversion rate
× 0% increase in average gift
Key Learnings
With a 96.4% level of confidence, the treatment message decreased donor conversion rate by 55%.
We will continue with adding a countdown clock in an attempt to boost conversion rate.