How adding value proposition to a donation page can increase donor conversion rate
e3 Partners
Experiment Summary
Ended On: 07/15/2021
We wanted to test adding value proposition copy that transitioned more from the prayer pledge that they just signed into the e3’s mission. This was tested on the prayer pledge that ran specifically on Facebook.
Research Question
We believe that by adding more value proposition copy for those that sign the prayer pledge will achieve an increase in donor conversion rate.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 1.0% | ||
| T1: | Treatment #1 | 0.43% | -58.3% | 97.8% |
This experiment has a required sample size of 1,514 in order to be valid. Since the experiment had a total sample size of 4,399, 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
× 58.3% decrease in conversion rate
× 0% increase in average gift
Key Learnings
The biggest takeaway was we need to re-test new Value proposition copy. With the copy we tested, we did see a 58% decrease in conversion. This could be that the original copy header does reiterate that they just signed the pledge and is leading to a higher conversion rate. We are working on updating the new copy and will test this again.