How adding value proposition to a donation page affects donor conversion Experiment ID: #7813
FamilyLife® has been committed to helping individuals find biblical help for their marriage and family relationships. Through the Weekend to Remember® marriage getaways, FamilyLife Today® radio broadcasts, The Art of Marriage® video event, and the many other resources and content, God has used FamilyLife to restore hope for millions of couples and transform their lives.
Timeframe: 10/12/2017 - 11/6/2017
FamilyLife was running a test on their main donation page that tested the value proposition in the body copy of the page.
Does adding value proposition on a donation page increase donor conversion?
MECLABS Conversion Factors Targeted
C = 4m + 3v + 2( i - f) - 2a ©
Copyright 2015, MECLABS
|Treatment Name||Conv. Rate||Relative Difference||Confidence||Average Gift|
This experiment has a required sample size of 83,191 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.
There was not a significant or valid lift in conversion from the updated value proposition, so this test will need to be run again when there is a lot of traffic continuously to the page to validate the learning.