How clarifying the value proposition on a donation page affects conversion
Experiment ID: #1371
Hillsdale College
Experiment Summary
Timeframe: 05/19/2015 - 06/05/2015
For Hillsdale College, the Constitution 101 online course has proven to be a great source of new email addresses and new donors for their file. In particular, the landing page that is shown after someone signs up has the highest volume of traffic compared to their other donation offers. As a result, this page has been the focus of multiple testing iterations over the past several months.
The first big lift to conversion rate came from modifying the value proposition displayed on the original page. After that initial experiment, we tried experimenting with different tactical elements of the page. None of these experiments were able to boost results.
Since the value proposition was proven to be the best way to boost results so we wanted to try refining this value proposition even further. We created a new copy treatment that removed the organizational goals and instead explored the reasoning for the course in greater depth.
Research Question
Which value proposition is most appealing to donors to increase the donor conversion and revenue?
Design
C: Goal for enrollment
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T1: Reason for the course
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Goal for enrollment | 4.7% | $54.28 | ||
| T1: | Reason for the course | 5.7% | 22.6% | 90.2% | $54.51 |
This experiment has a required sample size of 3,402 in order to be valid. Since the experiment had a total sample size of 4,843, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
By removing the organizational goal of having 50 million people take the class and instead emphasizing why it is so critical that the class be offered for free, we were able to boost conversion rate by 22.6%. This is a good example of examining the message through the eyes of the donor to focus in on what is most important to them. The “50 million people” goal wasn’t necessarily bad but this test proves it was the deeper value of the course that they valued more.