Live Action

How extended value proposition copy on a primary donation page impacts conversion rate.

Experiment ID: #6192

Live Action

Experiment Summary

Timeframe: 01/17/2017 - 02/18/2017

On Live Action’s main donation page they had value proposition copy, but it wasn’t very long. In an effort to strengthen the message of the value proposition on the page and as a result increase donations, they developed a treatment that had an extended value proposition. This value proposition presented multiples claims of value with evidentials to support those claims. All other elements on the page remained the same. They A/B split their traffic and tested it.

Research Question

Will additional value proposition copy help to strengthen the message and motivate more donors to give?


C: Control
T1: Extended Value Prop


 Treatment NameConv. RateRelative DifferenceConfidence
C: Control 77.7%
T1: Extended Value Prop 26.4%-66.0% 100.0%

This experiment has a required sample size of 7 in order to be valid. Since the experiment had a total sample size of 483, 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
× 66.0% decrease in conversion rate
× 0% increase in average gift

Key Learnings

The treatment with the extended value proposition had a 66% decrease in donations. What we can learn from this test is that people coming to the primary donation page for Live Action are highly motivated to give. The control had a 77% donor conversion rate! The majority of them have already decided that they want to give a donation once they land on the page. Because of this, the treatment with the additional value proposition copy created friction to the giving process which is why we saw such a significant decrease in donations.

Experiment Documented by Courtney Gaines
Courtney Gaines is Vice President at NextAfter.

Question about experiment #6192

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.