The Heritage Foundation
How revamping the value proposition presented in the headline and body copy with specific, solution-focused language affects donation rates
Experiment ID: #122334
The Heritage Foundation
Experiment Summary
Timeframe: 01/03/2023 - 02/06/2023
In an effort to improve conversion rates on an instant donation page for a public policy client, we wanted to know how stregthening the value proposition by adding a headline and solution-focused body copy would impact potential donors’ motivation to give.
Research Question
We believe that improving the value proposition on an instant donation page will increase donation rates by more effectively communicating the impact of a potential donor’s gift and how it will be achieved.
Design
C: Control
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[2048x2048-width] => 832
[2048x2048-height] => 2048
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Value_Prop-20.png
[tp-image-grid-width] => 284
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Value_Prop-20-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Value_Prop-20-20x50.png
[admin-width] => 20
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Value_Prop-20.png
[full-width] => 1278
[full-height] => 3145
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Value_Prop-20-372x915.png
[thumb_372-width] => 372
[thumb_372-height] => 915
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Value_Prop-20-254x625.png
[single_post_thumbnail-width] => 254
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Value_Prop-20-13x32.png
[thumb_32_32-width] => 13
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Value_Prop-20-20x48.png
[thumb_48_48-width] => 20
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Value_Prop-20-26x64.png
[thumb_64_64-width] => 26
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Value_Prop-20-52x128.png
[thumb_128_128-width] => 52
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Value_Prop-20-27x67.png
[thumb_122_67-width] => 27
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Value_Prop-20-62x153.png
[thumb_153_153-width] => 62
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Value_Prop-20-66x163.png
[thumb_130_163-width] => 66
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Value_Prop-20-72x177.png
[thumb_232_177-width] => 72
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Value_Prop-20-264x650.png
[thumb_272_325-width] => 264
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Value_Prop-20-141x346.png
[thumb_271_346-width] => 141
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Value_Prop-20-110x271.png
[thumb_271_271-width] => 110
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Value_Prop-20-70x172.png
[thumb_272_172-width] => 70
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Value_Prop-20-187x461.png
[thumb_372_461-width] => 187
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Value_Prop-20-203x500.png
[thumb_372_500-width] => 203
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Value_Prop-20-110x270.png
[thumb_385_270-width] => 110
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Value_Prop-20-98x241.png
[thumb_416_241-width] => 98
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Value_Prop-20-167x410.png
[thumb_448_410-width] => 167
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Value_Prop-20-333x820.png
[thumb_448_410_retina-width] => 333
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Value_Prop-20-155x382.png
[thumb_574_382-width] => 155
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Value_Prop-20-161x395.png
[thumb_776_395-width] => 161
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Value_Prop-20.png
[gform-image-choice-sm-width] => 122
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Value_Prop-20.png
[gform-image-choice-md-width] => 163
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Value_Prop-20.png
[gform-image-choice-lg-width] => 244
[gform-image-choice-lg-height] => 600
)
)
)
Results
| |
Treatment Name |
Conv. Rate |
Relative Difference |
Confidence |
Average Gift |
| C: |
Control
|
1.1% |
|
|
$0.00 |
| T1: |
Value Prop
|
1.2% |
14.3% |
30.8%
|
$0.00 |
This experiment has a required sample size of
37,560 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
After running this experiment for 30 days, we observed a 14.3% increase in donations (30.7% level of confidence) and a 13.2% increase in overall revenue (62% level of confidence), however, we did not receive a large enough sample size of donations to reach statistically valid conclusions about our results. That being said, because the treatment did not have a negative effect on donations or revenue, we have recommended rolling out the treatment to all donation page traffic.
It is significant to note that among visitors obtained through paid social media (the primary acquisition source for this offer), we observed a 121.5% increase in donations with a 91.0% level of confidence.
This leads us to believe that the conclusion of a value prop-driven headline and body copy that is solution-focused and specific about why a donation is needed, what it will accomplish, and how increases the motivation for potential donors to give. Based on these results we will look for other opportunities to improve the value proposition on donation pages in an effort to increase donation rates.