How adding value proposition on the primary donation page impacts conversion
Focus on the Family
Focus on the Family is a global Christian ministry dedicated to helping families thrive. We provide help and resources for couples to build healthy marriages that reflect God's design, and for parents to raise their children according to morals and values grounded in biblical principles.
Experiment Summary
Timeframe: 02/02/2018 - 02/27/2018
In an effort to increase donor conversion on the Focus on the Family primary donation page, we hypothesized that adding value proposition to it would increase donor motivation and conversion. To do this, we developed a value proposition for the page that communicated why a person should give to Focus and what a person’s gift would go towards. We then tested this treatment page against the control.
Research Question
How would adding value proposition to the primary donation page impact conversion?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Original Value Prop | 4.3% | $5.56 | ||
| T1: | Update Value Prop | 4.0% | -5.6% | 67.6% | $10.54 |
This experiment has a required sample size of 53,180 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
After running this experiment for four weeks, we turned it off because we were seeing minimal impact at a low level of confidence. Because the main donation page has high motivation of people, the additional value proposition isn’t impacting conversion.
When we looked at conversion based on specific devices, we noticed on mobile that the updated value proposition had a negative conversion. We would hypothesize this is due to the additional length that came with the copy on the treatment.
We propose continuing to test the value proposition on the primary donation page, but decreasing the length of the copy on the treatment. This would help to validate the hypothesis on copy length and the impact a strong value proposition can have.