How a button’s value proposition affects revenue
Human Coalition
Experiment Summary
Timeframe: 06/10/2014 - 07/22/2014
The general donation button on Online for Life’s website had always communicated a value proposition beyond simply giving a gift. The buttons message of “Save a Baby” communicated what their gift accomplished. However, we wanted to test whether this button copy was the best way to communicate both value and the purpose of the subsequent page.
Research Question
Which language on the donate button most clearly communicates the unique value proposition of Online for Life?
Design
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | ||
|---|---|---|---|---|---|---|
| C: | Save a Baby | $1.64 | $20.18 | |||
| T1: | Save a Child | $2.66 | 62.2% | 100.0% | $33.67 | |
| T2: | Give | $1.14 | -30.5% | 100.0% | $23.11 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was met so these 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
× 2.8% decrease in conversion rate
× 66.8% increase in average gift
62.2% increase in revenue
Key Learnings
The “Give” button resulted in 41% less conversions and a 30.5% decrease in revenue. Removing the value proposition from the button ended up significantly reducing the visitors likelihood to give.
On the other hand, expanding the audience beyond just “Save a Baby” to “Save a Child” increased revenue by 62.2%. This simple change reminded donors of the long term impact of their gift. We save want to save a baby from abortion because of who they will become over time.