How adding value proposition to a donation ask can impact conversion
Boys Town
Experiment Summary
Timeframe: 04/01/2018 - 04/18/2018
Boys Town offers a free email series to parents with Tweens. After a person signs up for the Tween parenting email series, they get a thank you/confirmation page. We hypothesized that adding value proposition to the thank you page telling people why they should donate, might increase conversion of people getting to the donation page.
Research Question
Would adding value proposition copy to the thank you page increase conversion?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.41% | ||
| T1: | Add Value Proposition | 1.0% | 148.4% | 99.4% |
This experiment has a required sample size of 1,452 in order to be valid. Since the experiment had a total sample size of 5,733, 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
× 148.4% increase in conversion rate
× 0% increase in average gift
Key Learnings
By adding value proposition copy to the thank you page, we were able to increase conversion substantially by 148%! These results point to significant learnings – when we clearly communicate to people why they should donate to Boys Town and give a call-to-action telling them to make a gift, we are able to increase their motivation to give increasing their likelihood to complete their donation. This approach could have a large impact on overall revenue.