How a radical redesign of the primary donation page impacts donor conversion Experiment ID: #9609
Timeframe: 10/10/2018 - 11/14/2018
In a previous experiment, we found that the donation microsite provided a better user experience than EWTN’s original donation page. To build upon these learnings, we proposed testing a radical redesign of the page that focused on EWTN’s value proposition. To do this, we removed the large hero image at the top of the page and put the image inline with the copy, strengthened our message of our copy, and removed the “other ways to give” content from the copy and put it in a dropdown at the top of the page.
Would a radical redesign of the donation microsite impact donor conversion?
|Treatment Name||Conv. Rate||Relative Difference||Confidence|
|T1:||New Value Prop||19.7%||11.9%||97.8%|
This experiment has a required sample size of 2,638 in order to be valid. Since the experiment had a total sample size of 7,235, 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
× 11.9% increase in conversion rate
× 0% increase in average gift
By increasing the strength of the value proposition on the donation page, we were able to significantly increase the donors to the main donation page. Since this impacted the primary donation page, the lift to revenue in a given year will be well over six figures.