How adding a headline impacts conversions pt1
Experiment ID: #178393
Pathway to Victory
Experiment Summary
Ended On: 05/09/2024
Pathway to Victory is the broadcast ministry of First Baptist Dallas.
Each month, PTV promotes a different book with a gift of a generous amount.
For April, we decided to test adding a headline to the donation page. We have seen with other organizations that a headline can drive clarity and, therefore, drive results as it presents clear, brief, easy-to-read information.
Research Question
We believe that by adding a headling for web traffic will achieve an increase in transactions because there is additional clarity in the offer. because there is additional clarity in the offer.
Design
C: Control
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)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 19.3% | ||
| T1: | Treatment #1 | 17.3% | -10.2% | 94.6% |
This experiment has a required sample size of 2,950 in order to be valid. Since the experiment had a total sample size of 5,695, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The key learning from this A/B experiment is that adding a headline to the donation page for Pathway to Victory did not lead to the expected increase in transactions. In fact, the treatment group saw a decrease in donations for all traffic. While the results did not reach a statistically valid level of confidence, they are approaching validity, indicating that further testing would be necessary to confirm the impact of adding a headline on web traffic. As this saw a significant decrease, we did run the test for the entire month of April. We still believe our hypothesis is true but question the copy utilized. In the next iteration we will adjust the copy.