How adding value proposition and removing friction on a donation page affects conversion
Experiment ID: #8830
The Missionary Oblates of Mary Immaculate
Experiment Summary
Timeframe: 04/05/2018 - 04/13/2018
The Missionary Oblates wanted to increase donations on their Mother’s Day premium gift pages. They wanted to test if streamlining the page by removing additional ways to leave the page (a back button) as well as adding value proposition to the copy would increase donations.
Research Question
Does removing friction and adding value proposition increase donor conversion?
Design
C: Control
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 2.3% | $38.00 | ||
| T1: | Redesign + Value Prop | 1.9% | -16.8% | 42.7% | $31.00 |
This experiment has a required sample size of 10,667 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 treatment decreased donor conversion rate by 32%. The motivation of people coming to this page is relatively high and it seems that the added value prop copy actually added friction to the conversion process rather than motivate more people to convert. Although this experiment wasn’t statistically valid, it would be helpful to try testing this again with only one changed variable, so we can nail down the exact variable that decreased conversion.