How clearly articulating the value proposition on the primary donation page increased giving Experiment ID: #18705

The Fund for American Studies

Experiment Summary

Timeframe: 8/16/2019 - 10/14/2019

Because The Fund for American Studies (TFAS) had a number of different audiences arriving at their website, their primary donation page was written in a way to be applicable to as many as possible.

We theorized that a clear articulation of the value proposition would improve donor response rate and/or revenue on the main donation page.

Research Question

Would emphasizing the value proposition increase giving on the primary donation page?


C: Control
T1: Increased Value Proposition


Treatment Name Revenue per Visitor Relative Difference Confidence Average Gift
C: Control $4.64 $43.33
T1: Increased Value Proposition $18.26 293.2% 95.0% $150.11

This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was met so these 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
× 13.5% increase in conversion rate
× 246.4% increase in average gift
293.2% increase in revenue

Key Learnings

With a 95% level of confidence, we achieved a +293% increase in revenue by clearly articulating the value proposition on the primary donation page.

The donor conversion rate did increase, as well, but was not validated.

Because the experiment showed no decrease to giving, but only increases in donor conversion rate and revenue, we felt that it was appropriate to roll out the treatment to all audiences. However, because donor motivation is typically so high on this page, it’s probably not likely that a 293% increase in revenue can be expected over a longer period of time in rollout.

Experiment Documented by...

Greg Colunga

Greg is Executive Vice President 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.