NextAfter
How Changing a Headline to a Universal Value Proposition Affects Donor Conversion
Experiment ID: #175579
NextAfter
Experiment Summary
Timeframe: 04/15/2024 - 05/31/2024
Focus on the Family has several GOAA/SOAA (gift of any amount/ sustainer of any amount) pages that they will drive traffic to each day from various sources. Each page is only advertised for a day or two. For this experiment, we wanted to see if we could create a headline that could lead people to convert more, but also make the headline broad enough that it could be used for all of the pages. Below is what we found.
Research Question
We believe that creating a universal headline that focuses on the value proposition for the GOAA/SOAA pages will achieve a higher donor conversion rate because the headline will not be talking about the transaction, but rather the value that a person would get if they choose to make a donation.
Design
C: Control
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[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-50x15.png
[admin-width] => 50
[admin-height] => 15
[full] => https://www.nextafter.com/wp-content/uploads/Variation_1-1.png
[full-width] => 2622
[full-height] => 778
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-372x110.png
[thumb_372-width] => 372
[thumb_372-height] => 110
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-980x291.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 291
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-32x9.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 9
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-48x14.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 14
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-64x19.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 19
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-128x38.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 38
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-122x36.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 36
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-153x45.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 45
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-130x39.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 39
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-232x69.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 69
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-544x161.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 161
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-271x80.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 80
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-271x80.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 80
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-272x81.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 81
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-372x110.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 110
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-372x110.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 110
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-385x114.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 114
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-416x123.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 123
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-448x133.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 133
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-896x266.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 266
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-574x170.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 170
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Variation_1-1-776x230.png
[thumb_776_395-width] => 776
[thumb_776_395-height] => 230
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Variation_1-1.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 89
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Variation_1-1.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 119
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Variation_1-1.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 178
)
)
)
Results
| |
Treatment Name |
Conv. Rate |
Relative Difference |
Confidence |
Average Gift |
| C: |
Control
|
1.5% |
|
|
$21.62 |
| T1: |
Variation 1
|
1.7% |
18.5% |
59.5%
|
$21.12 |
This experiment has a required sample size of
16,474 in order to be valid. Unfortunately, the required sample size was not met
and a level of confidence above 95%
was not met so
the experiment results are not valid.
Key Learnings
The key learnings from this experiment are that creating a universal headline that focuses on the value proposition for the donation pages can potentially lead to an increase in donor conversion rates. In this particular case, the treatment version of the headline resulted in an 18.5% increase in Transaction - Recurring for All Traffic, although the statistical level of confidence was only 59.5%.
In future experimentation, it would be beneficial to continue testing headlines that focus on the value proposition for donors rather than the transaction itself. This approach seems to resonate with potential donors and may lead to higher conversion rates. It is also important to ensure that the experiments are run for a longer period to gather more data and achieve a higher level of statistical confidence before making any definitive conclusions.