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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) ) )
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift |
---|
C: | Control | $102.54 | | | $156.40 |
T1: | NextAfter Version | $109.96 | 7.2% | 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.