How reinforcing the value proposition at the point of decision impacts donor conversion Experiment ID: #19795

The Missionary Oblates of Mary Immaculate

The Missionary Oblates of Mary Immaculate are a Roman Catholic congregation of priests and brothers founded after the French Revolution by St. Eugene De Mazenod to work among the poor. Today there are nearly 4,000 missionaries working in more than 60 countries around the world.

Experiment Summary

Ended On: 1/31/2020

Research Question

Will reinforcing the value proposition at the point of a person’s decision to make their donation increase conversion?


C: Control
T1: Value Prop Reinforced Under Button


Treatment Name Conv. Rate Relative Difference Confidence
C: Control 3.8%
T1: Value Prop Reinforced Under Button 5.4% 42.1% 95.2%

This experiment has a required sample size of 1,311 in order to be valid. Since the experiment had a total sample size of 2,675, 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
× 42.1% increase in conversion rate
× 0% increase in average gift

Key Learnings

We increase donor conversion by 42% by adding the one line of text under the donation button. This line of text reinforced the value proposition and reminded people of the value they’d receive by making a gift to the organization.

What learning stands out most about this experiment is that right until the very end where a person clicks the donate button, they are continually weighing the perceived value and costs in their mind of making that decision. We can’t assume that people have officially made the decision to make a gift until they click that donate button. And we, as optimizers, have the opportunity to impact that decision all along the donation pathway, even right up to the moment a person makes the donation.

Experiment Documented by...

Courtney Gaines

Courtney is a 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.