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Hillsdale College

How a stronger value statement in a headline affects donor conversion

Experiment ID: #3863

Hillsdale College

Experiment Summary

Timeframe: 04/20/2016 - 05/03/2016

Hillsdale College was promoting their free Constitution 101 course through multiple online channels. The control signup page converted nearly 40% of visitors to enroll in the course, but it also assumed that the primary value proposition, “Understand the Constitution like never before” resonated with each visitor.

They wanted to test whether a broader statement might capture the attention of more people who did not already have an inclination to “understand the Constitution like never before” and convince more to enroll. They also hypothesized that a “value statement” in the headline might result in more donations. So they created a second page, with the headline “The Constitution secures your freedoms as an American” and the subheadline “Understand it like never before in Hillsdale College’s free online course”.

They launched an A/B test to determine the winner.

Research Question

Will a broader value statement in the headline increase donor conversion?

Design

C: Narrow Value Proposition Statement
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T1: Broad Value Proposition Statement
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Results

 Treatment NameConv. RateRelative DifferenceConfidence
C: Narrow Value Proposition Statement 3.1%
T1: Broad Value Proposition Statement 3.6%14.4% 96.3%

This experiment has a required sample size of 12,388 in order to be valid. Since the experiment had a total sample size of 28,204, and the level of confidence is above 95% the experiment results are valid.

Flux Metrics Affected

The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:

    0% increase in traffic
× 14.4% increase in conversion rate
× 0% increase in average gift

Key Learnings

While the new page with the broader headline actually decreased email acquisition conversion rate by 2.7%, we noticed that visitors to this page were 14.4% more likely to donate.

This presented an interesting finding: while the broader statement resulted in fewer course enrollments, it increased the motivation to give for those who did enroll. This seems to suggest that while the new headline was more divisive among initial visitors (which caused slightly lower enrollment), it increased the appeal of the course by playing to the values (rather than just the surface desires) of those who accepted the offer. This reiterates the importance of measuring the entire funnel when there is both email acquisition and donor acquisition at stake. It also shows that increasing the force of your value proposition means accepting trade-offs. An effective value proposition will not appeal to everyone.

Experiment Documented by Jeff Giddens
Jeff Giddens is President of NextAfter.

Question about experiment #3863

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