How clarifying the value proposition affects name acquisition conversion Experiment ID: #4652

Buckner International

Buckner International is a global ministry dedicated to the transformation and restoration of the lives we serve. We are a Christ-centered organization that delivers redemptive ministry to the most vulnerable from the beginning to the ending of life.

Experiment Summary

Timeframe: 8/1/2016 - 8/8/2016

As part of the Shoes for Orphan Souls campaign, Buckner International created a pledge for visitors to sign. The primary goal of the page was to collect email addresses. We hypothesized that the value proposition on the control landing page was too ambiguous so we set out to clarify the value proposition on the treatment, as well as shorten the copy.

On the control page the value proposition was captured in the headline “Protecting the Vulnerable and Lifting up the Fatherless”. This could have a variety of meanings to different visitors.  The treatment built on earlier learnings about the Christian motivations of typical Buckner donors and focused on the Biblical imperative to care for orphans: “Stand up for orphans and vulnerable children”.  This was a more direct and clarified value proposition and call to action.

Research Question

Will a clarified value proposition and shorter copy increase name acquisition conversion?

MECLABS Conversion Factors Targeted

C = 4m + 3v + 2( i - f) - 2a ©

Copyright 2015, MECLABS

Design

C: Longer, Broader value proposition
T1: Direct, Clarified value proposition

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: Longer, Broader value proposition 28.0%
T1: Direct, Clarified value proposition 50.6% 80.5% 99.8%

This experiment has a required sample size of 36 in order to be valid. Since the experiment had a total sample size of 163, 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
× 80.5% increase in conversion rate
× 0% increase in average gift

Key Learnings

By clarifying the value proposition and removing friction in page length, we saw a 80.5% higher conversion rate. This confirmed out hypothesis that we could increase name acquisition conversions by clarifying the value proposition with a more direct call to action.


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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.