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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) ) )
Results
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.