How a change in tone of the landing page affects the performance
Experiment ID: #2261
Media Research Center
Experiment Summary
Timeframe: 09/24/2015 - 10/09/2015
As part of their campaign to kick off the election season, the Media Research Center wanted to find the best possible messaging tone to drive an increase in donations and revenue. A previous experiment using member benefits had not produced any significant lift so we decided to take a more radical approach at test the tone used on the page.
Our hypothesis was that landing page that more clearly laid out the problem and emphasized how the potential donor (instead of the organization) could help solve it would convert better. We also removed the 3rd party credibility indicators since, after further consideration, those may have confused the message.
Research Question
Which landing page treatment will yield the most donors and revenue?
Design
C: The MRC and You
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T1: Picked your next president
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | The MRC and You | 5.1% | $36.58 | ||
| T1: | Picked your next president | 5.0% | -2.3% | 15.0% | $41.64 |
This experiment has a required sample size of 257,995 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
Neither landing page was able to produce a significant lift to either conversion rate or revenue. This would suggest that the tone of the message was not influencing the campaign as much as the core message itself. For future campaigns, it would be best to take a more radical approach and test the entire messaging platform before getting to the final days of the campaign.