Jews for Jesus

How a radical treatment to the primary donation page affects average gift size

Experiment ID: #2780

Jews for Jesus

Experiment Summary

Timeframe: 10/29/2015 - 12/04/2015

On the Jews for Jesus main donation page, the default language is a simple headline with a call to action. We had the hypothesis that if we reduced the friction associated with the form, added language that expanded upon the primary value proposition, and inserted quotes from well known figures in the Christian movement, we could improve the already high average gift value.

Research Question

Which landing page treatment will produce the greatest lift to donor conversion rate or revenue?

Design

C: Control
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T1: NextAfter Version
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Results

 Treatment NameRevenue per VisitorRelative DifferenceConfidenceAverage Gift
C: Control $102.54$156.40
T1: NextAfter Version $109.967.2% 66.1%$173.44

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

This experiment produced no significant lift to either conversion rate or revenue per visitor. It would seem that we have still not found a stronger way to communicate Jews for Jesus’s primary value proposition to their already highly motivated donors.


Experiment Documented by NextAfter

Question about experiment #2780

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