How changing the value proposition on a donation page can impact overall revenue Experiment ID: #6843

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: 6/5/2017 - 6/20/2017

Harvest Ministries had a high-urgency campaign leading up to their large-scale evangelism event, Harvest America. On the donation page for the campaign, the value proposition and call-to-action was centered on making the event a success. It had more of a logistics angle to it. Because the event was an evangelism outreach, we hypothesized that people might be more motivated to give if the value proposition was focused on the spiritual impact. We developed a treatment and split the traffic coming to the donation page.

Research Question

Which value proposition would acquire more donations and revenue?

MECLABS Conversion Factors Targeted

C = 4m + 3v + 2( i - f) - 2a ©

Copyright 2015, MECLABS

Design

C: CTRL - Soft Ask
T1: TRT - Hard Ask

Results

Treatment Name Revenue per Visitor Relative Difference Confidence Average Gift
C: CTRL - Soft Ask $8.84 $58.17
T1: TRT - Hard Ask $13.30 50.5% 89.7% $81.51

This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was not met so these experiment results are not valid.

Key Learnings

The treatment value proposition that was focused on the spiritual impact of a person’s gift increased overall revenue by 50%! There were not only more people who were motivated to give, but these people were motivated to give more. People were willing to invest in a kingdom-focused mission more generously.

While people cared about the event being successful and effective, they responded more when they knew their investment would have a larger impact – an eternal one.
This experiment didn’t validate, but it was leaning towards being valid and was rolled out for the rest of the campaign.


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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.