How the specifics of a plan influenced conversion rate
Experiment ID: #2777
The Heritage Foundation
Experiment Summary
Timeframe: 09/25/2017 - 11/25/2017
During Heritage’s Annual Member Survey, after a subscriber had filled out their survey, we presented them with a donation page. On this page, when making the solicitation, we were talking about the national budget blueprint that Heritage had created. At the end of the page, the call-to-action was to get the plan in as many lawmaker’s hands as possible.
However, we wondered if adding more specifics about the plan would help sell the importance of it. We created at treatment that did just that.
Research Question
Will adding specifics about a strategic plan increase likelihood to convert?
Design
C: Control
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 7.9% | ||
| T1: | Additional Information | 7.1% | -10.6% | 81.7% |
This experiment has a required sample size of 7,601 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
This experiment did not reach a statistical level of validity to make any claims about whether the increased details helped or hurt the results. It is something that would need to be tested more in depth at a later date.