How personalization on an instant donation page impacts donor conversion Experiment ID: #32765

EWTN

Experiment Summary

Ended On: 9/4/2020

EWTN promotes a Pro-Life Declaration using paid media on Facebook. On the confirmation page after a person signs the Pro-Life Declaration, they are also presented with an instant donation ask. We hypothesize that adding personalization to that page might help increase motivation to make a gift. To test this, we pushed their first name from the acquisition page to the instant donation page at the very top confirming that their name had been added. 

Research Question

Will adding personalization to the instant donation page increase donor conversion?

Design

C: Confirmation Page with no Personalization
T1: Personalization on Confirmation Page

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: Confirmation Page with no Personalization 1.2%
T1: Personalization on Confirmation Page 2.0% 56.6% 98.0%

This experiment has a required sample size of 2,426 in order to be valid. Since the experiment had a total sample size of 6,786, 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
× 56.6% increase in conversion rate
× 0% increase in average gift

Key Learnings

The treatment, with the personalized “thank you” message that included the signers name increased donor conversion by 56%. This implies that including someone’s name might bring them a few steps closer in the “relationship” required to convert them as a donor. People like seeing their name. We know that more personalized communication works well in email, this experiment confirms that similar tactics could be applied to donation pages as well and increase motivation and overall conversion of the prospective donor.

 


Experiment Documented by...

Courtney Gaines

Courtney is a Vice President 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.