How personalized value proposition affects offer conversion rate Experiment ID: #6913
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.
Timeframe: 5/29/2017 - 6/30/2017
Buckner International released a new content offer named 7 Scriptures to Pray for the Child in Your Life. They wanted to test if people were more likely to download the offer if the headline on the landing page promised something specifically for them, or if they were more likely to download if it would benefit their child.
The control copy led with, “Pray God’s Word for Your Child” and the treatment copy led with, “Get this 7-day devotional to grow in your faith and pray God’s Word for your child”. The treatment copy also included an intro body copy for parents whose bedtime prayers had “gotten stale.” Other copy and elements remained the same.
Are people more motivated to download by a claim of value that benefits them personally?
MECLABS Conversion Factors Targeted
C = 4m + 3v + 2( i - f) - 2a ©
Copyright 2015, MECLABS
|Treatment Name||Conv. Rate||Relative Difference||Confidence|
|C:||Pray God's Word for your Child||57.5%|
|T1:||Get the free 7-day devotional||55.2%||-4.0%||92.2%||42.1%|
This experiment has a required sample size of 3,657 in order to be valid. Since the experiment had a total sample size of 5,907, and the level of confidence is not above 95% and the statistical power is above 80%, the experiment results are not valid.
While the treatment did not reach statistical validity, it was quickly approaching the 95% level of confidence that we strive for. As a result, we can draw some insights from this test.
After analyzing the two different versions, it is our hypothesis that the treatment diluted the primary product-level value proposition- praying for your kids- by with an additional offer – growing in your faith. The first headline is high in clarity, while the second headline and additional intro copy likely reduced this clarity.