How clarity of the value proposition affects conversion
Experiment ID: #1352
The Heritage Foundation
Experiment Summary
Timeframe: 05/11/2015 - 05/12/2015
The Heritage Foundation launched a petition against Common Core Education Standards. Despite reaching an ideal audience and achieving a low cost-per-email, the page still had room for improvement in terms of name acquisition. They hypothesized that stopping “Common Core” might be too specific of an ask, if they weren’t familiar with the policy fight itself. They introduced new copy that focused on the underlying principle of the argument — that the Federal Government shouldn’t control public education. Additionally, they placed the petition itself under the copy to allow the reader to fully digest the value proposition before completing it.
Research Question
Will a simpler copy approach and stacked design increase name conversion rate?
Design
C: Two Column - Specific Copy
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Two Column - Specific Copy | 33.8% | ||
| T1: | One Column - High Level Copy | 21.1% | -37.5% | 100.0% |
This experiment has a required sample size of 96 in order to be valid. Since the experiment had a total sample size of 1,336, 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
Ă— 37.5% decrease in conversion rate
Ă— 0% increase in average gift
Key Learnings
We were concerned that the target audience wasn't as familiar with the specific term "Common Core" and would respond more favorably to the principles underlying the relationship between the federal government and education. This tells us that Common Core might actually be the best "opposition keyword", at least with this highly-educated group.