How a less-detailed value proposition impacted donor conversion
Heritage Action for America
Experiment Summary
Timeframe: 02/09/2018 - 03/28/2018
For a recent fundraising campaign, Heritage Action was using the news around amnesty as a reason to give a gift. They were pressuring Congress to take action and wanted donor support to help do that. With the complexity of the amnesty discussions, there was concern that going into depth on what was being done and why would cause more confusion than it would clear up. We decided to test this by removing much of the details around the efforts from the donation page and focusing on the emotional reasons to give.
Research Question
How does a less-detailed value proposition impact donor conversion?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Original | 11.2% | $0.00 | ||
| T1: | Less-Detailed Value Prop | 7.3% | -34.9% | 97.8% | $0.00 |
This experiment has a required sample size of 422 in order to be valid. Since the experiment had a total sample size of 1,144, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
0% increase in traffic
× 34.9% decrease in conversion rate
× 0% increase in average gift
Key Learnings
The less-detailed value proposition reduced donor conversion by 35%. It is our hypothesis that, by removing the details surround the plan for amnesty, the donor did not have enough information to make their decision. Without these details, the donor was forced to rely upon their past knowledge of HAFA as the reason to make their gift.