How adding value proposition to a donation ask can impact conversion Experiment ID: #8858

Boys Town

Experiment Summary

Timeframe: 4/1/2018 - 4/18/2018

Boys Town offers a free email series to parents with Tweens. After a person signs up for the Tween parenting email series, they get a thank you/confirmation page. We hypothesized that adding value proposition to the thank you page telling people why they should donate, might increase conversion of people getting to the donation page.

Research Question

Would adding value proposition copy to the thank you page increase conversion?


C: Control
T1: Add Value Proposition


Treatment Name Conv. Rate Relative Difference Confidence
C: Control 0.41%
T1: Add Value Proposition 1.0% 148.4% 99.4%

This experiment has a required sample size of 1,452 in order to be valid. Since the experiment had a total sample size of 5,733, 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
× 148.4% increase in conversion rate
× 0% increase in average gift

Key Learnings

By adding value proposition copy to the thank you page, we were able to increase conversion substantially by 148%! These results point to significant learnings – when we clearly communicate to people why they should donate to Boys Town and give a call-to-action telling them to make a gift, we are able to increase their motivation to give increasing their likelihood to complete their donation. This approach could have a large impact on overall revenue.

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Experiment Documented by...

Courtney Gaines

Courtney is the Senior Director of Optimization at NextAfter. If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.