How a more complex value proposition affects donor conversion
Experiment ID: #6858
The Heritage Foundation
Experiment Summary
Timeframe: 05/26/2017 - 06/26/2017
Heritage Action was raising funds to spur Congress to action on several initiatives. They had recently reviewed donor research that revealed that their sister organization, The Heritage Foundation, was a big factor in their donors’ decision to give. Though this campaign was raising money for Heritage Action, they hypothesized that including some copy to integrate the value proposition of The Heritage Foundation into the copy might increase donors’ likelihood to give.
They created a treatment page that attempted to bolster the value proposition for Heritage Action using this copy and launched an A/B test to determine a winner.
Research Question
Will including value proposition copy about a sister organization increase donor conversion?
Design
C: Original
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T1: Dual Value Proposition
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)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Original | 27.6% | ||
| T1: | Dual Value Proposition | 24.2% | -12.3% | 96.6% |
This experiment has a required sample size of 1,285 in order to be valid. Since the experiment had a total sample size of 2,998, 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
× 12.3% decrease in conversion rate
× 29.3% increase in average gift
13.4% increase in revenue
Key Learnings
The treatment with the additional Heritage Foundation value proposition copy reduced donor conversion by 12.3%. This showed that in this instance, trying to increase the force of the value proposition by adding additional copy reduced the likelihood that donors would give. This could be for multiple reasons:
- The Heritage-focused copy was a distraction to donors who were already motivated to give to Heritage Action.
- The Heritage-focused copy was in the wrong place.
- The Heritage-focused copy wasn’t necessary and added friction that caused more donors to stop reading and leave the page.
The research that backed this experiment was valid, which means that this concept must be tested even further.