Longer copy can lead to greater donations | Experiment 3793 – with Tim Kachuriak, by NextAfter

Longer copy can lead to greater donations | Experiment 3793 – with Tim Kachuriak is a FREE course courtesy of NextAfter

1 Lesson / 2 Minutes / FREE

The Texas State Historical Association had several initiatives designed to grow their membership base. However, the membership page presented tremendous friction. The experience used a shopping cart, though it was asking for donations. It also presented four different membership options, but did not give distinction between them. And the copy on the page was not very specific, and made unclear and unsubstantiated claims.

The team created a radical redesign with long-form copy to appropriately convey the value proposition. They added supporting copy that highlighted exclusivity and credibility, and gave a full explanation of why the visitor should join the TSHA as a member. This page also included evidentials to back up each claim. Finally, the membership levels were quantified and given distinct benefits, with one preferred level preselected.

An A/B test was then launched to determine a winner.

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