Buckner International

How aligning the value proposition to the offer influenced donor conversion

Experiment ID: #9806

Buckner International

Experiment Summary

Timeframe: 12/05/2018 - 12/21/2018

For the instant donor conversion page on Buckner’s Advent Devotional, we wanted to test out a theory in conversion optimization known as Construal Level Theory. The theory states that an individual would be more likely to take an action that went against their own personal self interests if they felt it benefited a small group that they were a part of. In this situation, we were asking them to give a donation because they were part of a select group of people that wanted to protect vulnerable children this Christmas season.

Research Question

Will the application of Construal Level Theory increase instant donor conversion?

Design

C: Control
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T1: New Value Prop
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https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1377 [height] => 2560 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Value_Prop-2-150x150.jpg [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Value_Prop-2-161x300.jpg [medium-width] => 161 [medium-height] => 300 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Value_Prop-2-768x1428.jpg [medium_large-width] => 640 [medium_large-height] => 1190 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Value_Prop-2-551x1024.jpg [large-width] => 551 [large-height] => 1024 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Value_Prop-2-826x1536.jpg [1536x1536-width] => 826 [1536x1536-height] => 1536 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Value_Prop-2-1102x2048.jpg [2048x2048-width] => 1102 [2048x2048-height] => 2048 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Value_Prop-2-600x400.jpg [ab-block-post-grid-landscape-width] => 600 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Value_Prop-2-600x600.jpg [ab-block-post-grid-square-width] => 600 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Value_Prop-2-scaled.jpg [tp-image-grid-width] => 377 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Value_Prop-2-150x150.jpg [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Value_Prop-2-27x50.jpg [admin-width] => 27 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Value_Prop-2-scaled.jpg [full-width] => 1377 [full-height] => 2560 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Value_Prop-2-372x692.jpg [thumb_372-width] => 372 [thumb_372-height] => 692 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Value_Prop-2-336x625.jpg [single_post_thumbnail-width] => 336 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Value_Prop-2-17x32.jpg [thumb_32_32-width] => 17 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Value_Prop-2-26x48.jpg [thumb_48_48-width] => 26 [thumb_48_48-height] => 48 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Value_Prop-2-34x64.jpg [thumb_64_64-width] => 34 [thumb_64_64-height] => 64 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Value_Prop-2-69x128.jpg [thumb_128_128-width] => 69 [thumb_128_128-height] => 128 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Value_Prop-2-36x67.jpg [thumb_122_67-width] => 36 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Value_Prop-2-82x153.jpg [thumb_153_153-width] => 82 [thumb_153_153-height] => 153 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Value_Prop-2-88x163.jpg [thumb_130_163-width] => 88 [thumb_130_163-height] => 163 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Value_Prop-2-95x177.jpg [thumb_232_177-width] => 95 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Value_Prop-2-350x650.jpg [thumb_272_325-width] => 350 [thumb_272_325-height] => 650 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Value_Prop-2-186x346.jpg [thumb_271_346-width] => 186 [thumb_271_346-height] => 346 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Value_Prop-2-146x271.jpg [thumb_271_271-width] => 146 [thumb_271_271-height] => 271 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Value_Prop-2-93x172.jpg [thumb_272_172-width] => 93 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Value_Prop-2-248x461.jpg [thumb_372_461-width] => 248 [thumb_372_461-height] => 461 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Value_Prop-2-269x500.jpg [thumb_372_500-width] => 269 [thumb_372_500-height] => 500 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Value_Prop-2-145x270.jpg [thumb_385_270-width] => 145 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Value_Prop-2-130x241.jpg [thumb_416_241-width] => 130 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Value_Prop-2-221x410.jpg [thumb_448_410-width] => 221 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Value_Prop-2-441x820.jpg [thumb_448_410_retina-width] => 441 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Value_Prop-2-205x382.jpg [thumb_574_382-width] => 205 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/New_Value_Prop-2-212x395.jpg [thumb_776_395-width] => 212 [thumb_776_395-height] => 395 ) ) )

Results

 Treatment NameConv. RateRelative DifferenceConfidence
C: Control 0.42%
T1: New Value Prop 0.39%-6.3% 3.7%

This experiment has a required sample size of 444,021 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

In this situation, we simply ran out of time before we could observe any significant influence of the treatment. We did not have enough visitors to the two variants to be able to measure the impact. Since this offer was only applicable during the Advent season, we had to turn if off two weeks into the experiment.

This is a theory worth retesting in the future when we have an offer that will see significant traffic volume or one that is being sent out to the email file.


Experiment Documented by NextAfter

Question about experiment #9806

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.