How adding value proposition to a headline on a homepage banner affects donation conversion rate
Experiment ID: #8250
FamilyLife
Experiment Summary
Timeframe: 12/21/2017 - 12/27/2017
FamilyLife had a high-urgency banner focused on their 2 million dollar matching gift for their year-end campaign. They wanted to test whether a banner that led with value prop headline first instead of match language would increase donations more than a match-focused headline on banner.
Research Question
Does a value prop-focused headline on a banner increase donations more than a match-focused headline on a banner?
Design
C: Double Your Gift Match Banner
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T1: Value Prop Banner
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Double Your Gift Match Banner | 4.6% | ||
| T1: | Value Prop Banner | 4.6% | -0.5% | 3.4% |
This experiment has a required sample size of 6,173,718 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 test did not validate, likely because there was not enough difference in the variables tested against the control version to statistically affect conversion rate. The timing of the test was also during the end of their year-end campaign, when many people were already highly motivated to give once they got to the website.