How does reinforcing value proposition under the donation button affect conversion on a premium acquisition page
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
Timeframe: 04/09/2021 - 05/02/2021
FamilyLife was offer a premium book on parenting for a gift of any amount. The audience comes because of their interest in the book, but they also learn about how their gift to FamilyLife will help families that are broken or hurting. So we tested including that value prop underneath the donation submission button to see if in the moment of decision, reinforcing the fact that the donor doesn’t just get a book but helps families in critical need. This was run on a Facebook acquisition offer.
Research Question
Adding value proposition in the critical moment of decision will increase donor conversion.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 5.3% | $0.00 | ||
| T1: | Variant 1 | 9.2% | 74.9% | 100.0% | $0.00 |
This experiment has a required sample size of 330 in order to be valid. Since the experiment had a total sample size of 2,435, 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
× 74.9% increase in conversion rate
× 0% increase in average gift
Key Learnings
Our hypothesis held true that reinforcing the value proposition in the key decision moment did convert more donors, 75% more were converted by the simple message below the button. This held true with all devices, new and returning visitors, and all demographics.
The next step is to roll this out to all premium acquisition pages and test this on donation pages.