How increasing the clarity of the value proposition affects conversion rate
Hillsdale College
Founded in 1844, Hillsdale College is an independent liberal arts college with a student body of about 1,400. Hillsdaleās educational mission rests upon two principles: academic excellence and institutional independence. The College does not accept federal or state taxpayer subsidies for any of its operations.
Experiment Summary
Timeframe: 05/30/2014 - 07/20/2014
Despite many experiments, the control version of the main Heritage Foundation donation form had consistently maintained the highest conversion rate. In an effort to influence both conversion rate and average gift, we developed and tested multiple value propositions and backed them with evidentials.
Research Question
Which of the three value propositions, backed by evidentials, will increase both average gift and conversion rate the greatest amount?
Design
Results
Treatment Name | Conv. Rate | Relative Difference | Confidence | |
---|---|---|---|---|
C: | Join Conservatives | 16.7% | ||
T1: | Research | 23.5% | 41.2% | 91.9% |
T2: | Conservative Leader | 23.4% | 40.5% | 92.2% |
This experiment has a required sample size of 409 in order to be valid. Since the experiment had a total sample size of 636, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The research aspect of Heritage’s efforts had the biggest impact on conversion rate. The main donation form will use this language moving forward and this aspect of Heritage’s mission will be emphasized in future campaigns when communicating with donors.
Question about experiment #1333
If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.