How the addition of value proposition impacts donor conversion Experiment ID: #6623

Illinois Policy Institute

Experiment Summary

Timeframe: 3/31/2017 - 5/19/2017

Illinois Policy Institute had created a test on their website that was able to drive a significant increase in traffic to their donation page. However, the page was not getting the level of conversion that we would expect for a site’s primary donation page. After examining the page, we realized that we may not be adequately explaining why the visitor should give a gift. The only value proposition on the page was a single headline that did not provide clarity on what the organization does.

We decided to create a treatment that would lay out an argument for what was unique and appealing about the organization and why the visitor should give a gift.

Research Question

Will incorporating an expanded value proposition on the main donation page increase donor conversion?


C: Just a Headline
T1: Value Prop Copy


Treatment Name Conv. Rate Relative Difference Confidence
C: Just a Headline 2.5%
T1: Value Prop Copy 6.3% 150.2% 95.1%

This experiment has a required sample size of 223 in order to be valid. Since the experiment had a total sample size of 460, 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
× 150.2% increase in conversion rate
× 0% increase in average gift

Key Learnings

The additional value proposition increased the donor conversion rate on the page by 150%. We often assume that by the time a visitor makes it to the donation page, they have mentally committed to making a gift. This experiment proved that is not the case. When we were able to lay out a compelling value proposition, we were able to motivate a far greater proportion of visitors to give.

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Related Experiments

This experiment is part of a series of experiments aimed at improving overall results. Take a look at some of the other iterations:

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.