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: 7/29/2015 - 8/5/2015

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
T1: Revised Value Proposition

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.


Experiment Documented by...

Kevin Peters

Kevin is the Chief Technology Officer at NextAfter. If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.