Live Action

How strengthening the value proposition on a donation page with highly motivated donors impacts donor conversion

Experiment ID: #11539

Live Action

Experiment Summary

Timeframe: 01/16/2017 - 02/19/2017

The value proposition on Live Action’s primary donation page was good, but we hypothesized we might be able to strengthen it and convert more donors. We developed a treatment that expanded their value proposition with evidentials to help strengthen and reinforce it. We tested this against the existing donation page and copy.

Research Question

Will the extended value proposition increase donor acquisition?

Design

C: Control
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T1: Extended Value Prop
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[ab-block-post-grid-landscape-width] => 519 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Extended_Value_Prop-11-519x600.jpg [ab-block-post-grid-square-width] => 519 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Extended_Value_Prop-11.jpg [tp-image-grid-width] => 515 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Extended_Value_Prop-11-150x150.jpg [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Extended_Value_Prop-11-37x50.jpg [admin-width] => 37 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Extended_Value_Prop-11.jpg [full-width] => 519 [full-height] => 706 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Extended_Value_Prop-11-372x506.jpg [thumb_372-width] => 372 [thumb_372-height] => 506 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Extended_Value_Prop-11-459x625.jpg [single_post_thumbnail-width] => 459 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Extended_Value_Prop-11-24x32.jpg [thumb_32_32-width] => 24 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Extended_Value_Prop-11-35x48.jpg [thumb_48_48-width] => 35 [thumb_48_48-height] => 48 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Extended_Value_Prop-11-47x64.jpg [thumb_64_64-width] => 47 [thumb_64_64-height] => 64 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Extended_Value_Prop-11-94x128.jpg [thumb_128_128-width] => 94 [thumb_128_128-height] => 128 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Extended_Value_Prop-11-49x67.jpg [thumb_122_67-width] => 49 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Extended_Value_Prop-11-112x153.jpg [thumb_153_153-width] => 112 [thumb_153_153-height] => 153 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Extended_Value_Prop-11-120x163.jpg [thumb_130_163-width] => 120 [thumb_130_163-height] => 163 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Extended_Value_Prop-11-130x177.jpg [thumb_232_177-width] => 130 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Extended_Value_Prop-11-478x650.jpg [thumb_272_325-width] => 478 [thumb_272_325-height] => 650 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Extended_Value_Prop-11-254x346.jpg [thumb_271_346-width] => 254 [thumb_271_346-height] => 346 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Extended_Value_Prop-11-199x271.jpg [thumb_271_271-width] => 199 [thumb_271_271-height] => 271 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Extended_Value_Prop-11-126x172.jpg [thumb_272_172-width] => 126 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Extended_Value_Prop-11-339x461.jpg [thumb_372_461-width] => 339 [thumb_372_461-height] => 461 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Extended_Value_Prop-11-368x500.jpg [thumb_372_500-width] => 368 [thumb_372_500-height] => 500 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Extended_Value_Prop-11-198x270.jpg [thumb_385_270-width] => 198 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Extended_Value_Prop-11-177x241.jpg [thumb_416_241-width] => 177 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Extended_Value_Prop-11-301x410.jpg [thumb_448_410-width] => 301 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Extended_Value_Prop-11.jpg [thumb_448_410_retina-width] => 519 [thumb_448_410_retina-height] => 706 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Extended_Value_Prop-11-281x382.jpg [thumb_574_382-width] => 281 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Extended_Value_Prop-11-290x395.jpg [thumb_776_395-width] => 290 [thumb_776_395-height] => 395 ) ) )

Results

 Treatment NameConv. RateRelative DifferenceConfidence
C: Control 84.1%
T1: Extended Value Prop 26.4%-68.6% 100.0%

This experiment has a required sample size of 6 in order to be valid. Since the experiment had a total sample size of 483, 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
× 68.6% decrease in conversion rate
× 0% increase in average gift

Key Learnings

The extended value proposition decreased donor acquisition by 66%. What we can learn from this is that people coming to this donation page are already highly motivated to give. The additional value proposition copy actually created friction rather than converted these highly motivated donors.

As we examined the experiment further, we learned that when shown on mobile, the donation page doesn’t show the value proposition copy at all. This factor is critical in the results of a value proposition test. With over 50% of their traffic coming to this page from mobile, we will want to test this or a similar experiment with this in mind.


Experiment Documented by Courtney Gaines
Courtney Gaines is Vice President at NextAfter.

Question about experiment #11539

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