Heritage Action for America
The Heritage Foundation
How refining the value proposition affected the follow-on HAFA gifts
Experiment ID: #2634
Heritage Action for America
The Heritage Foundation
Experiment Summary
Timeframe: 09/25/2015 - 11/18/2015
The follow-on ask for Heritage Action that occurred on Heritage forms had become one of the largest sources of gifts for HAFA. In an effort to continue to improve upon the success of the page, we wanted to see if we could refine the stated value proposition. We set up a test across all donation forms so that we could test it with all completed transactions in order to reach validation quicker.
Research Question
Which value proposition will produce the best conversion rate for follow-on Heritage Action gifts?
Design
C: Original Version
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) ) )
Results
This experiment has a required sample size of
76,442 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95%
was not met so
the experiment results are not valid.
Key Learnings
The new treatment with a refined value proposition was not able to significantly impact the conversion rate one way or another. With an average conversion rate of ~24%, it would appear that we are going to have to take a more radical approach in order to improve the results.