How a radical redesign of a main donation page affected conversion
Experiment ID: #15554
Texas Public Policy Foundation
Experiment Summary
Timeframe: 03/12/2019 - 05/07/2019
The Texas Public Policy Foundation (TPPF) is testing their donation pages to increase conversion rates. They wondered if talking more about Texas and how TPPF can help Texans and the rest of America be more free would make a bigger impact on donations. They decided to take a radical redesign approach to their main donation page. They added a header with a call-to-action, more copy that explained what TPPF does and who they help, removed links that took people to a different page, and added an image and quote of a famous Texan for third-party validation.
Research Question
Will adding third-party validation and more context about the organization in the copy increase conversion rates on the donation page?
Design
C: Control
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 4.5% | ||
| T1: | Radical redesign | 2.7% | -38.4% | 77.3% |
This experiment has a required sample size of 826 in order to be valid. Since the experiment had a total sample size of 888, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The results from this experiment were surprising. The radical redesign caused a directional 38.4% decrease in revenue, but with no statistical validity. The original donation page had a better conversion rate, even with the less-inclusive copy and the links to another site. However, because the confidence level is not at or above 95%, this experiment is not statistically valid. TPPF should continue to run experiments on their main donation page, but overall conversions combined will make it difficult to validate a result.