How simplifying and streamlining the value proposition impacts donor conversion
Experiment ID: #9397
Americans for Prosperity
Experiment Summary
Timeframe: 07/24/2018 - 08/23/2018
Americans for Prosperity were running an email acquisition campaign around the upcoming Supreme Court nominations. After visitors signed an open letter to the Senate, they were presented with an instant donor conversion page. We had seen relatively low donor conversion so we wanted to test out a bit of a radical change to the donation page.
Based upon experiments with similar organizations, we had found success in creating an ordered “next steps” list that walked visitors through what to expect and why a donation to AFP was so important. We decided to implement this and then remove some of the details of the full “plan” to reduce the friction associated with reading the whole page.
Research Question
Will simplifying and creating an ordered “next steps” list on the instant donation page increase donor conversion?
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.27% | ||
| T1: | 3 Step Process | 0.22% | -17.6% | 71.3% |
This experiment has a required sample size of 83,910 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
After running for a month, we did not see any statistically significant difference between the two pages. After further analysis of the two value propositions, one aspect of the pages that remained the same was the focus on the “product-level” value proposition of the efforts behind the Kavanaugh confirmation hearings. It may be worth testing a value proposition that is not so narrowly focused and, instead, emphasizes the overall efforts of the organization. This will be the next step in our efforts to optimize this campaign.