How expanding the value proposition on the donation page can impact donor conversion
Experiment ID: #10667
Boys Town
Experiment Summary
Timeframe: 12/13/2018 - 12/31/2018
On the Boys Town website, they have a “You can help” page that get significant traffic and tells people the different ways they can help the organization. One of the primary ways is to make a gift. During their year-end campaign, they wanted to test this donation feature by linking people to two different pages. The control page was a donation page that didn’t have a lot of value proposition copy on it and featured a banner with the primary message. This approach is more traditional to what Boys Town has done on their primary donation page. The treatment page did have extensive value proposition copy on it and featured the premium gift as well. Traffic was split 50/50.
Research Question
Could we increase donor conversion by expanding the value proposition and telling them the premium they would get with their gift?
Design
C: Year End Banner
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Year End Banner | 4.5% | ||
| T1: | Year End Thank You Cards | 4.5% | 0.6% | 2.1% |
This experiment has a required sample size of 4,381,016 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
We weren’t able to impact donor conversion with this experiment. We hypothesize that because of the time of year that this experiment ran – year-end – motivation of donors was already high. It is difficult to impact donor conversion (positively or negatively) when motivation to give to an organization is already high. We propose testing this again when motivation is more neutral.