How the addition of value proposition impacts donor conversion
Illinois Policy Institute
Experiment Summary
Timeframe: 03/31/2017 - 05/19/2017
Illinois Policy Institute had created a test on their website that was able to drive a significant increase in traffic to their donation page. However, the page was not getting the level of conversion that we would expect for a site’s primary donation page. After examining the page, we realized that we may not be adequately explaining why the visitor should give a gift. The only value proposition on the page was a single headline that did not provide clarity on what the organization does.
We decided to create a treatment that would lay out an argument for what was unique and appealing about the organization and why the visitor should give a gift.
Research Question
Will incorporating an expanded value proposition on the main donation page increase donor conversion?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Just a Headline | 2.5% | ||
| T1: | Value Prop Copy | 6.3% | 150.2% | 95.1% |
This experiment has a required sample size of 223 in order to be valid. Since the experiment had a total sample size of 460, 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
× 150.2% increase in conversion rate
× 0% increase in average gift
Key Learnings
The additional value proposition increased the donor conversion rate on the page by 150%. We often assume that by the time a visitor makes it to the donation page, they have mentally committed to making a gift. This experiment proved that is not the case. When we were able to lay out a compelling value proposition, we were able to motivate a far greater proportion of visitors to give.