How beginning with value proposition on a product page affects conversions

FamilyLife

FamilyLife® has been committed to helping individuals find biblical help for their marriage and family relationships. Through the Weekend to Remember® marriage getaways, FamilyLife Today® radio broadcasts, The Art of Marriage® video event, and the many other resources and content, God has used FamilyLife to restore hope for millions of couples and transform their lives.

Experiment Summary

Ended On: 06/03/2021

FamilyLife resources asked us to optimize their acquisition for their small-group kit products. The pages were built to first show the reader the purchase option and a video. After the video it talked more about what was included. So the page led with the ultimate decision point and ended with why they should purchase the item.

We hypothesized that flipping this progression would lead to more acquisitions. So we altered the page to begin with why this kit was valuable, then tell the reader what it includes and then ask them to purchase it.

Research Question

Starting with value proposition will lead to more purchase conversions.

Design

C: Control

T1: Treatment #1

Results

This experiment has a required sample size of 1,977 in order to be valid. Since the experiment had a total sample size of 5,637, 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
× 45.8% increase in conversion rate
× 0% increase in average gift

Key Learnings

The new page design led to an 46% increase in conversions, proving the hypothesis true that explaining value before the call to action is key in acquisition.

Future iterations of this test could include, reducing the navigation and the other product options below.