How increasing the force of the value proposition and increasing relevancy affects donor conversion
Experiment ID: #11777
Compassion International
Experiment Summary
Timeframe: 12/05/2017 - 01/02/2018
Compassion International placed a large advertising buy with BibleGateway and received millions of impressions per month. They sought to boost conversion from this display buy. The advertisement (see it here) asked if the viewer shared a birthday with a child in poverty, and let them select their birthday. The user was then placed on a Compassion landing page with the headline “Sponsor a Child Today”. Below that headline was a small-font subheadline that showed that the results were children who matched the selected birthday. From then on, it followed their standard grid design showing many children who shared that day.
They had developed a page designed to do four things:
- Reduce page exits. The new page removed the top navigation.
- Increase the force of the value proposition. Rather than “sponsor a child today”, the new page asked the user to “Give a child the best birthday ever—a new sponsor!” with confetti and streamers.
- Increase relevancy between the ad and the landing page. The new page was birthday-relevant both in design and copy, clarifying the connection between the ad action (selecting a birthday) and the next step (selecting a child who shares that birthday).
- Reduce decision friction. Instead of row after row of equally-weighted children, the new page selected one child and featured them at the top, before offering other options below.
They launched an A/B test that sent an equal amount of traffic to each page to determine a winner.
Research Question
How will increasing the relevancy between advertisement and landing page, as well as increasing the force of the value proposition affect donor conversion?
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.00% | ||
| T1: | Treatment 1 | 0.00% | 214.4% | 99.5% |
This experiment has a required sample size of 2,323,157 in order to be valid. Since the experiment had a total sample size of 9,389,966, 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
× 214.4% increase in conversion rate
× 0% increase in average gift
Key Learnings
The treatment page produced a 214% lift in conversion—showing that multiple factors (a radical redesign) were able to increase the connection between ad and landing page, keep more people on the page, convince more people to give, and simplify the decision process.
While we don’t know the specific contribution of each of these tested elements, we have a significant lift in conversion (and subsequent lift in revenue). This test immediately prompts a similar test on the in-site birthday selector to see if it produces similar results there (where there is much more traffic).