NextAfter
How adding additional value prop to a giving banner impacted conversion rates during year-end
Experiment ID: #166213
NextAfter
Experiment Summary
Timeframe: 12/18/2023 - 01/01/2024
During CYE Focus on the Family had a Giving Banner on the top of their homepage that had a very short CTA. We wanted to see if we tweaked the copy if we could increase the motivation to give.
Research Question
We believe that changing the copy to include a specific goal on the homepage banner for the family audience will achieve a higher donor conversion rate because of the addition of a specific goal (exclusivity) and value prop will increase the motivation to give.
Design
C: Control
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) ) )
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift |
---|
C: | Control | $29.64 | | | $670.11 |
T1: | Variation 1 | $62.13 | 109.6% | 100.0% | $592.23 |
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
× 137.2% increase in conversion rate
× 11.6% decrease in average gift
109.6% increase in revenue
Key Learnings
The key learning from this experiment is that changing the copy to include a specific goal on the homepage banner for the family audience significantly increased donor conversion rates and revenue. By adding a specific goal and value proposition to the banner, we were able to create a sense of exclusivity and increase motivation to give.
The treatment group saw a 109.6% increase in revenue for all traffic, demonstrating the effectiveness of the new copy. Furthermore, there was a significant increase in transactions, both one-time and overall, with a 1412% and 1372% increase respectively.