How focusing the donation page copy on the offer and putting it in more peoples hands impacts conversion rate
Experiment ID: #63619
Luther Seminary
Experiment Summary
Ended On: 06/10/2021
This experiment was run on the donation page of GodPause which is a daily devotional offered by Luther Sem.
This experiment started out as a radical redesign where we simplified the form and removed all of the hyperlinks in the header and footer as well as updated the copy on the form. We quickly learned that the form redesign didn’t have any effect on conversion rate so we focused specifically on the copy. The Control copy focused on Luther Seminary and its standard value prop of training future Christian leaders and pastors and filling over 1,000 empty pulpits. With the treatment copy, we took a different angle and focused on the daily devotional offer itself with the ask of “would you help us find the next subscriber to Godpause by making a donation today”
Research Question
We believe that by focusing on helping us reach the next person with these daily devotions for those that have previously signed up to receive Godpause will achieve a higher ICR.
Design
C: Control
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)
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 1.5% | ||
| T1: | Treatment #1 | 2.7% | 83.4% | 95.2% |
This experiment has a required sample size of 1,064 in order to be valid. Since the experiment had a total sample size of 2,122, 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
× 83.4% increase in conversion rate
× 0% increase in average gift
Key Learnings
The biggest takeaway is these new subscribers don't know Luther Seminary or has a connection to Luther Seminary so when we focused on Luther Seminary and its main value prop of training future pastors and filling empty pulpits it didn't resonate.
However, when we flip it and focus on reaching the next subscriber to GodPause (Luthers daily devotional) it makes it easier for the new subscriber to connect to. These are people that have just signed up to receive these daily devotionals so can see the value in it, so we focused the copy on helping us continue to get these daily devotions out to more people by making a donation today.