How the wrong value proposition can affect conversion Experiment ID: #1441
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.
Timeframe: 4/10/2015 - 6/22/2015
The primary donation form for Dallas Theological Seminary (DTS) had remained consistent for the last several years. It was a well-designed form but it made the assumption that those donors that make it to the page are already convinced to give their gift. This was evident from the lack of any copy or significant calls to action at the top of the form.
In an effort to increase the perceived value of the donation to potential donors, we decided to create a new treatment. This new page would utilize the same donation form but would add copy to the top that discussed one of the unique value propositions of DTS. It also included quotes from well known figures in the Christian community supporting the work of DTS.
Which donation page treatment will collect the highest number of donors and revenue?
|Treatment Name||Conv. Rate||Relative Difference||Confidence|
|T1:||Value Prop with Quotes||14.4%||-28.1%||92.8%|
This experiment has a required sample size of 345 in order to be valid. Since the experiment had a total sample size of 584, and the level of confidence is not above 95% the experiment results are not valid.
The new donation form treatment resulted in a 28.1% decrease in donor conversion. This would indicate that the value proposition communicated on the page did not appeal to the potential donors. Additionally, by adding the wrong copy and pushing the donation form further down on the page, we introduced friction into the donation process. These two factors combined to reduce the donors and revenue to the page.