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The Heritage Foundation

How addressing a new segment of donors on the homepage impacted donor conversion

Experiment ID: #6446

The Heritage Foundation

Experiment Summary

Timeframe: 03/21/2017 - 04/07/2017

When The Heritage Foundation redesigned their website, we ran several experiments on the new homepage in an effort to optimize for donor conversion. Our initial test was designed to make the donation and membership renewal buttons more prominent on the page. We also included some value proposition copy along with the buttons to help sell both a donation and membership renewal. However, after running for a month, this test did not produce a significant impact on donor conversion.

After further analysis, we developed two new hypotheses. We realized that we were asking the visitors to make a choice between two equally weighted options. When doing this, it will often lead to decision paralysis meaning they end up not selecting either option. Additionally, we realized that there was a third potential donor segment that we were not addressing with the homepage. For The Heritage Foundation, all donors are considered a member. As a result, most of the messaging is around becoming a member yet none of the calls to action were addressing the potential donor audience.

We decided to create a new treatment combining both hypotheses using the same callout box tactic but focusing the messaging and call to action around becoming a member.

Research Question

Will creating messaging and a call to action about becoming a member increase the overall donor conversion on the page?

Design

C: No Callout
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Results

 Treatment NameConv. RateRelative DifferenceConfidenceAverage Gift
C: No Callout 0.20%$82.49
T1: Join Heritage Callout 0.29%46.4% 99.0%$98.85

This experiment has a required sample size of 21,867 in order to be valid. Since the experiment had a total sample size of 74,868, 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
× 46.4% increase in conversion rate
× 19.8% increase in average gift
75.4% increase in revenue

Key Learnings

By addressing the segment of visitors that were interested in making their first gift to become a member, we were able to boost the overall donor conversion for people coming to the homepage by 46%. When analyzing these results further, we realized that the call out message resulted in a 74% increase in traffic to the various donation pages. We were driving more non-donors to the page which decreased their overall motivation but it resulted in a net increase to the number of visitors that eventually made a gift.

Experiment Documented by NextAfter

Question about experiment #6446

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.