How the landing page layout affects donor conversion
Media Research Center
The Media Research Center (MRC) is the nation’s premier media watchdog. The sole mission is to expose and neutralize the propaganda arm of the Left: the national news media.
Experiment Summary
Timeframe: 12/17/2012 - 01/01/2013
As part of their year end fundraising campaign, Media Research Center wanted to find the best way to communicate their unique value proposition that would lead to increased giving. The standard donation page layout had always been a two column approach in order to get the donation form closer to the top of the page. We wanted to see if that was the best approach to communicate the case for support to the potential donors.
Research Question
Which layout will produce the greatest number of donations for the year end campaign?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Double Column | 0.09% | ||
| T1: | Single Column | 0.46% | 382.6% | 89.3% |
This experiment has a required sample size of 1,627 in order to be valid. Since the experiment had a total sample size of 2,148, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
By moving the donation form below the form, we allowed the value proposition communicated within the copy to better “sell” the gift. The single column layout was effectively making an ask before adequately explaining why the gift was needed. The test did not have a high enough level of confidence to be proven valid so further testing would need to be done to fully validate these results.