The importance of reinforcing the value proposition for sake of giving, even if we lose more emails.
Experiment ID: #3757
Susan B. Anthony List
Experiment Summary
Timeframe: 04/15/2016 - 04/20/2016
As part of their moneybomb, SBA List created a petition to help drive more traffic to their donation page. Traditionally, the petition landing page has value proposition copy and the CTA to sign it. They wanted to test a treatment of the petition landing page that didn’t have the additional value proposition language and looked more like a letter to the people they created the petition for. Traffic for both of the petition landing pages was pushed through an email that had value proposition copy and a call to “sign the petition”. They A/B split test the petition landing page.
Research Question
Which petition landing page would acquire more donations?
Design
C: SCOTUS Petition
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | SCOTUS Petition | 2.7% | ||
| T1: | SCOTUS Petition Letter | 2.0% | -25.1% | 80.0% |
This experiment has a required sample size of 3,828 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 treatment ended up getting twice as many emails to it than the control. But once people got to the donation page, they weren’t motivated enough to make a donation. We want more donations, not more emails for this campaign. Since this test is approaching validity, we can learn from this that the presence of the value proposition on the control motivated people to not only sign the petition but to give a donation as well and increased donor conversion by 25.1%. We need to reinforce value proposition for the sake of giving, even if we lose more emails.