How longer value proposition on an acquisition donation page increases revenue | NextAfter
Bill of Rights Institute

How longer value proposition on an acquisition donation page increases revenue

Experiment ID: #54433

Bill of Rights Institute

Experiment Summary

Timeframe: 03/11/2021 - 05/09/2021

The Bill of Rights Institute had been running an offer for an eBook on Equal Rights for months. And the average gift was not as high as we believed it could be. So we decided to test including more copy on the donation page around the need for their gift and the impact it would make. The hypothesis was that this would lead them to give more.

This test ran for two months, longer than typically suggested, because we continued to see fluctuations in the results and wanted to give it a long time horizon.

Research Question

Expanding value proposition on an acquisition donation page will increase revenue by increasing the perceived value of their gift.

Design

C: Control
T1: Extended Value Prop

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 4.3% $0.00
T1: Extended Value Prop 4.2% -1.4% 3.5% $0.00

This experiment has a required sample size of 822,933 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.

Key Learnings

This test did not result in valid findings. When looking at the different demographics. We found that it increased revenue with new visitors by 45% at a 87% LOC, and decreased the revenue from returning visitors by 24% at a LOC of 77%. The findings from these two segments of users negated the other when you view this test through all traffic.

Our hypothesis is that this test showed a directional lift in revenue for new visitors because it told them more about an organization that they are new to, and it taught them more about the value of the eBook they just received. But overall, this test showed that this copy alone was not enough to increase revenue significantly for a sustainable amount of time.

Despite the extra time, these findings were still not strong enough to roll out this test. We will be testing other avenues for increasing revenue.


Experiment Documented by NextAfter

Question about experiment #54433

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