How a different value proposition affected enrollment in the benchmark report Experiment ID: #12380

NextAfter

Experiment Summary

Timeframe: 2/7/2019 - 3/5/2019

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

C: What You Get
T1: Why It's Valuable

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.


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Experiment Documented by...

Nathan Hill

Nathan is an Optimization Evangelist 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.