How congruency between email and landing page value propositions affect donor conversion Experiment ID: #4900

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: 9/5/2016 - 9/7/2016

For Harvest’s September monthly appeal, they hypothesized that there was a disconnect between the email and landing page value proposition. The email was focused on the value of the monthly resource and the landing page focused on the value of giving to Harvest Ministries.

They developed a treatment that made a tighter connection between the two value propositions and made the message from the email to the landing page more congruent.

Research Question

Would increasing congruency of the value propositions increase donor conversion?

MECLABS Conversion Factors Targeted

C = 4m + 3v + 2( i - f) - 2a ©

Copyright 2015, MECLABS


C: Control
T1: Clarity of VP


Treatment Name Conv. Rate Relative Difference Confidence
C: Control 0.14%
T1: Clarity of VP 0.25% 85.7% 100.0%

This experiment has a required sample size of 10,938 in order to be valid. Since the experiment had a total sample size of 82,108, 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
× 85.7% increase in conversion rate
× 0% increase in average gift

Key Learnings

By reinforcing and bringing clarity to the value proposition from the email to the landing page, we were able to create a stronger and more cohesive message – resulting in an increase in donations by 85.7%.

It is important that a consistent message is presented between an email and a coordinating landing page. When there is a more congruent message, the force of the value proposition will be greater and more people will donate because of it.

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Experiment Documented by...

Courtney Gaines

Courtney is an Optimization Associate 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.