How a different value proposition affected enrollment in the benchmark report
NextAfter
Experiment Summary
Timeframe: 02/07/2019 - 03/05/2019
In this experiment, we wondered if our copy wasn’t communicating enough about why the benchmark report is valuable. The control seemed to place a stronger emphasis on what is required to enroll in the report. So we created a treatment that was more focused on the value of a benchmark report to the marketer/fundraiser.
Research Question
Will value-first messaging lead to greater conversions?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | What You Get | 13.8% | ||
| T1: | Why It's Valuable | 8.6% | -37.6% | 99.3% |
This experiment has a required sample size of 285 in order to be valid. Since the experiment had a total sample size of 1,047, 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
× 37.6% decrease in conversion rate
× 0% increase in average gift
Key Learnings
Our gut instinct that we needed more value-heavy copy didn’t pan out. We saw a 37% decrease in conversion.
Reviewing the treatment in light of the result, it’s possible that we muddied the waters about what the final product was. In the control, it’s clear that we’re gathering data for a new benchmark study and inviting people to be a part of it. In the treatment, the heavy emphasis on the value could imply that that they’re going to get the report right away. But when you get down to the form, you learn that the study isn’t ready for you to download right away.
For the future, we’ll want to test a treatment that makes two things abundantly clear: we’re gathering data for a new study, and the report is going to be immensely valuable.