How adding detail of an adversity in a landing page affects conversion
Leadership Institute
Experiment Summary
Ended On: 02/07/2019
The Leadership Institute ran a campaign around stopping the left’s push for Trump’s impeachment. They wanted to know if having shorter copy that briefly stated how to confront and fix the adversity (radical leftist professors teaching students how to get Trump impeached) would result in more conversions in comparison to longer copy that includes more detail about how to confront and fix adversity.
Research Question
Do people need more detail on how to fix a problem before they feel confident enough to give?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 2.3% | ||
| T1: | Treatment #1 | 3.5% | 51.9% | 99.3% |
This experiment has a required sample size of 1,514 in order to be valid. Since the experiment had a total sample size of 5,775, 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
× 51.9% increase in conversion rate
× 0% increase in average gift
Key Learnings
The short copy resulted in fewer donations than the longer copy. With a 51.9% increase in average gift, the Leadership Institute can include that long copy is okay to use as long as it gives more detail on how the potential donor’s donation can stop the problem being faced.