How reinforcing need on a child sponsorship page affects conversion rate
Compassion International
Experiment Summary
Timeframe: 07/22/2021 - 08/27/2021
Compassion International was testing their top performing offer funnels, among which was “Recently Lost Sponsor”. One thing they noticed as they went through the funnel was that the key value proposition from the advertisement—lost sponsor—was missing once you got to the child’s biography page. They hypothesized that reinforcing that fact with a callout on the biography page would increase conversion rate.
They launched a simple test to fire a red banner with this fact on all traffic that came through the “lost sponsor” campaign.
Research Question
We believe that reinforcing the element of need for Facebook visitors will achieve an increase in completed sponsorships.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Original | 6.0% | ||
| T1: | Variation #1 | 8.9% | 48.6% | 100.0% |
This experiment has a required sample size of 624 in order to be valid. Since the experiment had a total sample size of 4,006, 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
× 48.6% increase in conversion rate
× 0% increase in average gift
Key Learnings
The treatment produced a statistically valid 48% increase in “adds to cart”, or children who had the “sponsor me and checkout” button clicked, which starts the checkout process.
However, there was only a 21% directional increase in children sponsored, with 51% Level of Confidence. This finding highlights that there may be some issue with the “checkout” process, as this and other tests have shown that similar accelerations in clickthrough rate and adds to cart do not result in more completed sponsorships.