How a declarative value proposition affects donor conversion
Experiment ID: #6560
Hillsdale College
Experiment Summary
Timeframe: 04/18/2017 - 05/03/2017
Hillsdale College’s popular “Constitution 101” course had a donation page that had been through many iterative tests to optimize conversion. The control version (at the time) proposed a question to the reader:
We are often asked: Why does Hillsdale offer this course for free?
The copy then answered this question through three bulleted blurbs. Hillsdale’s team wondered if the rhetorical question-and-answer method might not properly motivate visitors to read through the copy. They developed a treatment that declared why Hillsdale taught the course for free, rather than proposing the question and answering it.
They launched an A/B test to determine a winner.
Research Question
Will a declarative value proposition produce an increase in donor conversion?
Design
C: Control
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Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $3.11 | $60.60 | ||
| T1: | Variation 1 | $3.23 | 3.8% | 13.2% | $63.82 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was not met so these experiment results are not valid.
Key Learnings
The treatment produced a slight lift, but was very far from statistical validity. This showed that there wasn’t any discernible difference at all between the two versions, and prompted more radical testing. It also might indicate that the motivation of the donor was high enough that the different styles of copy didn’t affect their decision to give one way or the other.