How the right value proposition can affect conversion
Experiment ID: #1780
Dallas Theological Seminary
The DTS mission is, “to glorify God by equipping godly servant-leaders for the proclamation of His Word and the building up of the body of Christ worldwide.” They strive to help men and women fulfill the Great Commission and the Great Commandment, or more simply: Teach Truth. Love Well.
Experiment Summary
Timeframe: 07/29/2015 - 08/05/2015
Dallas Theological Seminary wanted to increase donor conversion rate on their main donation page. Two previous tests had failed to do so by adding value proposition language and changing the open gift field to pre-selected buttons.
The question was raised — what if the first value proposition test had the right language, but the wrong presentation? DTS crafted a new version of the value proposition that started with a fundamental truth that the audience could agree with: “The world needs Biblical truth now more than ever.” This copy also included a quote from Chuck Swindoll that was inline with the text, as opposed to offset in the previous test.
Finally, DTS added a subheadline and strengthened and bolded the call-to-action.
Research Question
Will a stronger value proposition increase donor conversion rate?
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 8.0% | $22.50 | ||
| T1: | Revised Value Proposition | 22.9% | 186.5% | 93.3% | $76.64 |
This experiment has a required sample size of 51 in order to be valid. Since the experiment had a total sample size of 73, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The new landing page produced a 186.5% increase in donor conversion. This told us that presenting the right value proposition in the right way has a massive effect on donor conversion. The results of this test inspired many more tests across different donation pages and acquisition efforts.