How a different value proposition affected donor conversion Experiment ID: #4467

Harvest Ministries

Harvest Christian Fellowship exists to bring Christians closer to God and to bring nonbelievers to a saving relationship with Him by showing how God's Word and faith in Him are applicable and relevant to everyday life.

Experiment Summary

Timeframe: 6/28/2016 - 7/5/2016

On the Harvest Ministries primary donation page, they have a value proposition that highlights all of the aspects of their ministry. In an effort to increase donor conversion and learn more about what motivates their audience to give, they developed a treatment for this page with a different value proposition. The value proposition on the treatment focused on the evangelism aspect of their ministry work and tried to leverage the influence of Greg Laurie in the message. They ran an A/B test to see which page would acquire more donations.

Research Question

Which value proposition would

Design

C: Your gift helps
T1: Tell others

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: Your gift helps 24.6%
T1: Tell others 17.1% -30.6% 99.9%

This experiment has a required sample size of 245 in order to be valid. Since the experiment had a total sample size of 2,534, 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
× 30.6% decrease in conversion rate
× 0% increase in average gift

Key Learnings

The treatment had a decrease in donations by 30.6%. This can be attributed to the headline on the treatment not being very clear to the end user and tells us that people are more motivated to give to Harvest Ministries and the overall impact their gift can have than towards one specific aspect of their value proposition.

 


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Experiment Documented by...

Courtney Gaines

Courtney is the Senior Director of Optimization 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.