How shortening the value proposition on a donation page impacted donation conversion rates
Experiment ID: #165762
Moody Radio
Experiment Summary
Timeframe: 12/05/2023 - 12/11/2023
For this experiment, we wanted to test if shortening the value proposition on the Education Donation Page to focus on one area instead of being very broad, could increase donor conversion rate.
Research Question
We believe that shortening the value propostion for Education CYE main donation page will achieve a higher donor conversion rate because having shorter copy, and copy that only focuses in on the year end goals can prevent friction on the page. because having shorter copy, and copy that only focuses in on the year end goals can prevent friction on the page. because having shorter copy, and copy that only focuses in on the year end goals can prevent friction on the page. because having shorter copy, and copy that only focuses in on the year end goals can prevent friction on the page.
Design
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[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Variation_1-33x50.png
[admin-width] => 33
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Variation_1.png
[full-width] => 1821
[full-height] => 2798
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Variation_1-372x572.png
[thumb_372-width] => 372
[thumb_372-height] => 572
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Variation_1-407x625.png
[single_post_thumbnail-width] => 407
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Variation_1-21x32.png
[thumb_32_32-width] => 21
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Variation_1-31x48.png
[thumb_48_48-width] => 31
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Variation_1-42x64.png
[thumb_64_64-width] => 42
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Variation_1-83x128.png
[thumb_128_128-width] => 83
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Variation_1-44x67.png
[thumb_122_67-width] => 44
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Variation_1-100x153.png
[thumb_153_153-width] => 100
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Variation_1-106x163.png
[thumb_130_163-width] => 106
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Variation_1-115x177.png
[thumb_232_177-width] => 115
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Variation_1-423x650.png
[thumb_272_325-width] => 423
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Variation_1-225x346.png
[thumb_271_346-width] => 225
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Variation_1-176x271.png
[thumb_271_271-width] => 176
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Variation_1-112x172.png
[thumb_272_172-width] => 112
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Variation_1-300x461.png
[thumb_372_461-width] => 300
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Variation_1-325x500.png
[thumb_372_500-width] => 325
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Variation_1-176x270.png
[thumb_385_270-width] => 176
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Variation_1-157x241.png
[thumb_416_241-width] => 157
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Variation_1-267x410.png
[thumb_448_410-width] => 267
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Variation_1-534x820.png
[thumb_448_410_retina-width] => 534
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Variation_1-249x382.png
[thumb_574_382-width] => 249
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Variation_1-257x395.png
[thumb_776_395-width] => 257
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Variation_1.png
[gform-image-choice-sm-width] => 195
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Variation_1.png
[gform-image-choice-md-width] => 260
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Variation_1.png
[gform-image-choice-lg-width] => 390
[gform-image-choice-lg-height] => 600
)
)
)
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $30.64 | $258.00 | ||
| T1: | Variation 1 | $58.13 | 89.7% | 75.4% | $334.80 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was not met so these experiment results are not valid.
Key Learnings
By shortening the value proposition to only be positioned for year end, we where able to increase the donor conversion rate by 46.2% at a 75% level of confidence. While the result is not valid, it gives us a good baseline to expand on this test.