How a more organizational-centric value proposition impacts donor conversion
Experiment ID: #9485
Boys Town
Experiment Summary
Timeframe: 08/23/2018 - 10/08/2018
Boys Town offers an eBook on integrity. They promote the eBook through paid Facebook ads. It has a high appeal and they have been able to acquire new names really well with it. With the significant amount of people getting this eBook, that also means that they get a lot of traffic to the instant donation page that follow the eBook offer. The instant donor conversion on this page was low and they hypothesized that testing a different value proposition might increase donor conversion. They developed a treatment that focused more on the mission of Boys Town. It validated the parent reading the copy that they are a good parent for wanting to walk alongside their child and help them with their character. But then it talked about the kids at Boys Town who have been forgotten and aren’t as fortunate to have parents or loved ones who care about them. We tested this more organization-centric value proposition against the control that asked for people to make a gift so that other parents could be equipped with the resource that they just downloaded.
Research Question
How would a different value proposition impact donor conversion?
Design
C: Equip more parents like you with this resource
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T1: Invest in the lives of forgotten kids
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Equip more parents like you with this resource | 0.19% | ||
| T1: | Invest in the lives of forgotten kids | 0.14% | -26.7% | 40.6% |
This experiment has a required sample size of 48,505 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 this experiment for over a month, we weren’t able to validate the experiment. The motivation of donors on this page is extremely low and the kind of value proposition didn’t impact donor conversion. We will need to do a very radical redesign of this page to impact donor conversion.