How emphasizing a premium instead of a notable figure affects conversion rate
Experiment ID: #161781
American Cornerstone Institute
Experiment Summary
Ended On: 10/10/2023
American Cornerstone Institute had previously learned from experimentation that using their figurehead, Dr. Ben Carson, in their marketing helped improve conversion. But as they offered their new resource “Why America Matters”, if using Dr. Carson actually obscured the product that people would receive if they gave a gift — the book. They decided to test against their previous learning and see showing the book improved conversion.
Research Question
We believe that showing the book for email prospects will achieve an increase in conversion rate because it will increase the clarity of the offer.
Design
C: Dr. Carson
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Dr. Carson | 2.3% | ||
| T1: | Premium | 4.0% | 73.9% | 99.9% |
This experiment has a required sample size of 833 in order to be valid. Since the experiment had a total sample size of 4,786, 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
× 73.9% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that including the book image, in the marketing material significantly increased the conversion rate. The book-focused treatment version resulted in a 73.9% increase in donations compared to the control version.
This is an important learning because it means that previous learnings are not "one-size-fits-all". While Dr. Carson can provide familiarity for the organizational-level value proposition, it appears to be more effective to show the offer at the product-level value proposition.