How premium-specific donation page copy affects donor conversion Experiment ID: #7732

Hillsdale College

Founded in 1844, Hillsdale College is an independent liberal arts college with a student body of about 1,400. Hillsdale’s educational mission rests upon two principles: academic excellence and institutional independence. The College does not accept federal or state taxpayer subsidies for any of its operations.

Experiment Summary

Timeframe: 10/11/2017 - 10/26/2017

Hillsdale College was looking for a new way to enhance the experience of those who sign up to take ‘Constitution 101,’ while increasing donor conversion on the ‘Constitution 101’ donation page.They know that the The U.S. Constitution: A Reader is a helpful guide to students looking to get the most out of this course. They wondered: Can we increase donor conversion by adding more specific language about the benefits of The U.S. Constitution: A Reader. They created a treatment and launched a test to find out.

Research Question

Will focusing more specifically on The U.S. Constitution: A Reader increase donor conversion on the ‘Constitution 101 Thank You!’ page?


C: Control
T1: Treatment 1


Treatment Name Conv. Rate Relative Difference Confidence
C: Control 7.1%
T1: Treatment 1 5.2% -26.5% 71.5%

This experiment has a required sample size of 1,251 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.

Key Learnings

Hillsdale College found that this treatment version did not significantly increase or decrease donor conversion on the ‘Constitution 101’ donation page. It’s apparent that this change in language was not dramatic enough to change the actions of the page visitor. Even though this test wasn’t statistically valid, we can still look at the trend of the test results for clues. We see that the donation page copy that focused more heavily on the premium offer, rather than the value proposition of Hillsdale College, was actually experiencing a lower conversion rate. This is interesting to remember as we develop more tests with donation pages that contain a premium offer.

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Experiment Documented by...

Grant Klembara

Grant is an Optimization Director. If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.