Does adding some value proposition before the “Shop Now” button drive higher conversion rates? Experiment ID: #9671

CRISTA Ministries

Experiment Summary

Ended On: 11/21/2018

World Concern offers a Global Gift Guide that offers people the opportunity to give practical gifts like goats, water, medicine, etc. to people living in poverty. On the Global Gift Guide homepage, they give people the option to give a gift. We hypothesized that expanding the value proposition of the ask might motivate more people to want to give and increase conversion. We added value proposition to the headline and the body copy to test the impact that value proposition would have on conversion.

Research Question

Will adding value proposition to the homepage feature increase conversion?


C: Control
T1: Treatment #1


Treatment Name Conv. Rate Relative Difference Confidence
C: Control 4.0%
T1: Treatment #1 5.5% 34.7% 95.7%

This experiment has a required sample size of 1,743 in order to be valid. Since the experiment had a total sample size of 3,803, 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
× 34.7% increase in conversion rate
× 0% increase in average gift

Key Learnings

By adding value proposition on the homepage feature we were able to increase donor conversion by 35%! The reinforces the idea that the people coming to this homepage needed more clarity and understanding of what their gift would do before they actually made the decision to give.

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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.