The Missionary Oblates of Mary Immaculate

How increasing the force of the value proposition and removing elements of friction impact donor conversion

Experiment ID: #13318

The Missionary Oblates of Mary Immaculate

Experiment Summary

Timeframe: 01/14/2019 - 03/29/2019

The Missionary Oblates of Mary Immaculate’s recently changed the kind of donation platform they were on and saw an increase in donor conversion just by improving the donor experience with the new platform. Now, they wanted to test the messaging to see if they could increase donor motivation even more. To do this, they added a headline that reinforced the value proposition of the page, strengthened the messaging, removed elements of copy that didn’t enhance the value proposition and added a clear call-to-action.

Research Question

Would strengthening the value proposition on the primary donation page increase donor conversion?

Design

C: Control
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T1: Radical Redesign
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Results

 Treatment NameConv. RateRelative DifferenceConfidence
C: Control 12.0%
T1: Radical Redesign 12.5%4.1% 40.4%

This experiment has a required sample size of 34,770 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 the experiment for more than two months, we saw no difference in donor conversion. This can be attributed to the overall low donor conversion on the page. We propose testing other elements on the page that might increase overall revenue rather than increase donor conversion. The next experiment we will run in an effort to do this is testing around the suggested gift array.


Experiment Documented by Courtney Gaines
Courtney Gaines is Vice President at NextAfter.

Question about experiment #13318

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