How a change in value prop and numbered copy affected conversion

Hillsdale College

Experiment Summary

Timeframe: 01/08/2019 - 03/01/2019

Hillsdale College promoted an online course about the early writings of Jane Austen. Once people signed up for the course, they were then taken to a post-enrollment donate page. Hillsdale wanted to create a treatment to this enrollment page to see if changing the value proposition and placing the value proposition copy in a numbered format would make it easier for the potential donor to read the information and help them better understand the importance of making a gift. Whenever someone visits a donation page, the hope is that they’ll read as much of the content as possible. Hillsdale hypothesized that the new value proposition would increase likelihood of giving, along with the numbered points which would help break down the information into scannable material.

Research Question

Does formatting the copy allow the reader to better understand the importance of making a gift?

Results

This experiment has a required sample size of 308 in order to be valid. Since the experiment had a total sample size of 389, 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
× 100.0% increase in conversion rate
× 0% increase in average gift

Key Learnings

The treatment page with bulleted copy gained a 1.6% increase in revenue.