How extended value proposition copy on a primary donation page impacts conversion rate.
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?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| 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.