How reinforcing the value proposition at the point of decision impacts donor conversion
The Missionary Oblates of Mary Immaculate
The Missionary Oblates of Mary Immaculate are a Roman Catholic congregation of priests and brothers founded after the French Revolution by St. Eugene De Mazenod to work among the poor. Today there are nearly 4,000 missionaries working in more than 60 countries around the world.
Experiment Summary
Ended On: 01/31/2020
The Missionary Oblates offer a free Novena eBook on Our Lady of Lourdes. After a person signs up for this offer, they are presented with a confirmation page that is also an instant donation page. On the instant donation page, they offer people an incentive to make a donation that aligns with the free content offer they just got. We know that strong value proposition can have a significant impact on donor conversion and wondered if we might be able to reinforce the value proposition at the point of a person’s final decision to make their gift. To test into this, we simply added a line of copy under the donate button that reminded them what their gift would do, and the incentive they’d be receiving by making that gift.
Research Question
Will reinforcing the value proposition at the point of a person’s decision to make their donation increase conversion?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 3.8% | ||
| T1: | Value Prop Reinforced Under Button | 5.4% | 42.1% | 95.2% |
This experiment has a required sample size of 1,311 in order to be valid. Since the experiment had a total sample size of 2,675, 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
× 42.1% increase in conversion rate
× 0% increase in average gift
Key Learnings
We increase donor conversion by 42% by adding the one line of text under the donation button. This line of text reinforced the value proposition and reminded people of the value they’d receive by making a gift to the organization.
What learning stands out most about this experiment is that right until the very end where a person clicks the donate button, they are continually weighing the perceived value and costs in their mind of making that decision. We can’t assume that people have officially made the decision to make a gift until they click that donate button. And we, as optimizers, have the opportunity to impact that decision all along the donation pathway, even right up to the moment a person makes the donation.