How talking about the larger vision at the wrong time affects conversion
Experiment ID: #1244
Hillsdale College
Experiment Summary
Timeframe: 04/28/2015 - 05/06/2015
As part of a March fundraising campaign, we created a landing page that cast a bigger vision for Hillsdale College’s Constitution 101 course. In contrast, the immediate conversion page when people first sign up for the course is more about the here and now. As successful as the March campaign was, we wanted to test these two variants to see which would be most effective in donor’s minds.
Research Question
Which treatment will produce the greatest impact on donor conversion and average gift, the immediate goal of the course or the long term vision of Hillsdale’s College.
Design
C: Founding Principles
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T1: One Million Americans
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Founding Principles | 6.1% | $54.59 | ||
| T1: | One Million Americans | 4.3% | -29.2% | 95.6% | $61.18 |
This experiment has a required sample size of 1,191 in order to be valid. Since the experiment had a total sample size of 2,527, 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
× 29.2% decrease in conversion rate
× 12.1% increase in average gift
20.6% decrease in revenue
Key Learnings
The 29% decrease in conversion demonstrated to us that the bigger vision was too much for people who had not yet experienced the course. These individuals did not yet see the reason that more people should enroll in the class so did not buy into the larger vision. This messaging approach may work for future conversion options for these constituents but not this early in their donor lifecycle.