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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[thumb_448_410-width] => 221
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) ) )
Results
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.