How specificity in the value proposition affects donor conversion rate
Prison Fellowship International
Experiment Summary
Timeframe: 07/21/2021 - 08/06/2021
Prison Fellowship International was running a campaign to acquire donors for their Lamplighter program, which told prisoners about Jesus through a Bible study. The page they had developed had the headline “Bring Light Into the Darkness”. Since the audience they were targeting was primarily Christian, they wondered if they should be more specific and give the donor the opportunity to “Share Jesus with a Prisoner in Darkness”.
They developed this new headline and launched a test to determine a winner.
Research Question
We believe that adding specificity to the value proposition for landing page visitors will achieve an increase in conversion.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 3.3% | $0.00 | ||
| T1: | Treatment | 2.3% | -29.4% | 87.5% | $0.00 |
This experiment has a required sample size of 2,233 in order to be valid. Since the experiment had a total sample size of 2,759, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
Though it did not validate, the new copy produced a 23% decrease in conversion rate. There are a few possible reasons for this:
First, the new copy, while clearer, might be less engaging to the reader and not bring them into the body copy as much. Second, the new value proposition might not align with the rest of the page. Finally, it might come across to the reader as negative to cast the “prisoner” as someone “in darkness”.
Ultimately, this experiment was directional and slow to validate, so more radical approaches must be tested to improve conversion.