How strengthening the value proposition with a radical redesign to the copy on an instant donation page affects average gift
Luther Seminary
Experiment Summary
Timeframe: 08/22/2022 - 09/18/2022
Luther Seminary has been running paid Facebook ads and email marketing for their content offer Enter the Bible: Revelation Study Guide. While the email sign-up rate was healthy around 48%, we wanted to try and increase the instant conversion rate on the donation page.
We hypothesized that the copy on the control page did not provide clarity on the impact a donation has for Luther Seminary and what the donor’s gift will do for the organization.
We believed that adding more value proposition-focused language to the page would provide clarity to the prospective donor for how their gift will be used in the future.
Research Question
We believe that strengthening the value proposition language on the instant donation page for prospective donors will achieve clarity and cause an increase in ICR.
Design
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $0.37 | $30.56 | ||
| T1: | New copy - value prop | $0.53 | 45.1% | 75.5% | $42.50 |
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
The results of the experiment were encouraging when it comes to lifts in revenue for this acquisition offer. We saw a 39.1% increase in average gift with a lift of 75.4% level of confidence. This experiment had been running for over a month and had not been validated therefore we moved traffic to the treatment page with confidence that the value prop copy will increase the giving amount on this page.
While we saw a lift in average gift, the results for donor conversion rate were flat at 4.3% lift with a 7.34% level of confidence.
We believe that the value proposition copied inspired potential donors more to give a higher gift, but was not enough to convince someone to give if they already decided against it. Although it did not negatively affect the decision to make a gift.
And while we are encouraged by these results, importantly, it turns out that we changed an additional variable by changing the confirmation message at the top of the page to be more clarifying following the previous step in the funnel. We will still want to verify these results by running this experiment on another instant donation page while isolating the variables being tested.