How clarity around the problem and expanded value prop on main donate impacts revenue
Experiment ID: #173261
Reasons to Believe
Experiment Summary
Timeframe: 03/22/2024 - 04/26/2024
For Reasons to Believe’s main donation page, we believe there was an opportunity to leverage the value prop language we’d seen perform well on acquisition donation page and in campaigns. We hypothesized that adding more clarity around what the problem is and better illustrating how a gift to RTB helps solve it would improve conversion rate. A few specific callouts are the more action-oriented headline versus “Support Reasons to Believe. The inclusion of details about what types of questions RTB answers, whose writing the resources, and finally what’s really at stake when these questions go unanswered.
Research Question
We believe that increase clarity around the problem and expanding value prop copy to specify how RTB is the solution for users on the donation page will achieve an increase in donor conversion rate because users will not only have better clarity around the problem RTB solves but also the impact a gift makes towards solving it.
Design
C: Control
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Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $26.53 | $106.14 | ||
| T1: | Value Proposition Treatment | $55.48 | 109.1% | 0.0% | $267.68 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was not met so these experiment results are not valid.
Key Learnings
The key learning from this experiment is that increasing clarity around the problem and expanding the value proposition copy to specify how Reasons to Believe addresses the users' needs can significantly impact donor conversion rates and revenue generated. While donor conversion rate remained similar between control and treatment, the latter did show a substantial 103.7% increase in revenue for all traffic, the statistical level of confidence was only at 84.5%, below the accepted threshold of 85% for validity. Moving forward, it is important to continue testing variations of the value proposition copy and messaging to determine the most effective way to communicate the impact of donations to Reasons to Believe. Additionally, conducting experiments with larger sample sizes or running the test for a longer period may help increase the statistical confidence level of the results. Overall, the results of this experiment suggest that focusing on clearly articulating the problem and how RTB provides a solution can have a positive impact on donor conversions.