How longer, narrative-driven copy can drive conversion | Experiment 4401 with Tim Kachuriak is a FREE course courtesy of NextAfter
1 Lesson / 2 Minutes / FREE
Hillsdale College was in the middle of its fiscal year-end fundraising campaign, and decided to test a new framework for developing copy on their donation page.
The team hypothesized that the page was missing a real problem to draw the reader in and set up the three initiatives of the campaign.
They decided to launch an A/B copy test on the page, which was tested as they sent multiple email appeals, to answer the research question: will increasing the force of the value proposition increase donor conversion?
The new copy produced an 18.4% lift in donor conversion, with a directional increase in average gift as well. This shows that the new framework for donation page copy and presentation of the value proposition may increase fundraising results.