How a different value proposition affects the conversion rate on an email acquisition page
Experiment ID: #4894
NextAfter
Experiment Summary
Timeframe: 08/23/2016 - 09/06/2016
With the release of the Why Should I Give to You? study of nonprofit value proposition, we decided we needed to drink our own medicine and put the value proposition of the study to the test.
The control version of the landing page to download the study focused on communicating to the visitor that this research study will help them craft an effective value proposition for their organization.
We hypothesized that the control assumed that visitors to the landing already knew the value of crafting an effective value proposition. So a treatment was created that focused on a more universal goal for the type of traffic visiting the page: “Answer your donor’s number one question: Why should I give to you?”
We split the traffic 50/50, and put them to the test.
Research Question
Will a value proposition that focuses on the donor affect the conversion rate of the landing page?
Design
C: Craft and Effective Value Proposition
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T1: Learn to Answer Your Donor's Number One Question
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Craft and Effective Value Proposition | 48.4% | ||
| T1: | Learn to Answer Your Donor's Number One Question | 43.3% | -10.5% | 92.0% |
This experiment has a required sample size of 734 in order to be valid. Since the experiment had a total sample size of 1,174, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The treatment saw a decrease in conversions by 10.5%.
This shows us the the type of traffic being driven to this landing page is more motivated to download the eBook when the copy focused on helping them construct an effective value proposition.
Follow up tests from this will focus on clarifying and reinforcing the value proposition of the control.