How congruency between email and landing page value propositions affect donor conversion
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: 09/05/2016 - 09/07/2016
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?
Design
Results
| 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.