Does adding some value proposition before the “Shop Now” button drive higher conversion rates?
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?
Design
Results
| 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.