How clarifying the value proposition affects donations
Experiment ID: #2791
Hillsdale College
Experiment Summary
Timeframe: 11/24/2015 - 12/04/2015
Hillsdale College launched a popular new course studying the life of Christian apologist C.S. Lewis. Donor conversion was low in comparison to other courses, so they investigated the copy on the donation page. The value proposition presented described Hillsdale’s online courses in general. They knew that this course attracted a lot of people who might not be familiar with the Hillsdale brand so they drafted a second copy treatment to explain why they teach the course, and how it is free. Then they launched an A/B test to see which copy treatment performed better.
Research Question
Will increasing the clarity and specificity of the value proposition increase donor conversion rate?
Design
C: Hillsdale Value Prop
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Hillsdale Value Prop | 5.2% | ||
| T1: | Course Specific Value Prop | 6.3% | 22.2% | 94.2% |
This experiment has a required sample size of 3,156 in order to be valid. Since the experiment had a total sample size of 5,890, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
This tells us that specificity does increase the force of the value proposition, which in turn increased donor conversion rate. This may not be the case with all of Hillsdale’s courses, but when attracting a new audience, we may need to be more educational in why the courses are presented, and how they are funded.