How adding gift handles to a landing page affected conversion
Experiment ID: #12266
Hillsdale College
Experiment Summary
Timeframe: 02/22/2019 - 03/02/2019
Hillsdale College recently mailed out thousands of letters to school administrators and teachers across America. In these letters, they offered to send a free pocket-sized copy of the U.S. Constitution for every single child in every classroom. Hillsdale received an astonishing number of replies requesting copies of the Constitution. To fund the shipment to all of these schools, Hillsdale launched a four-day email campaign asking donors to send a donation to help send pocket-sized Constitutions to schoolchildren across the U.S.
They wanted to know if donations would increase on the landing page with the addition of a brief explanation of how many pocket Constitutions could be sent to children with a certain donation amount. They thought that if they suggested a giving amount next to how many pocket Constitutions could be sent with that amount, it would help the donor make a decision that they would otherwise have to make on their own. They hypothesized that telling people the impact a gift amount would make would inspire people to give generously, thus increasing donations.
Research Question
Will a suggested giving amount increase conversions?
Design
C: Control
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[date] => 2021-02-25 10:56:03
[modified] => 2021-02-25 10:56:03
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) ) )
Results
This experiment has a required sample size of 3,227 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
The Hillsdale team saw a 7.2% drop in conversion with the gift handle treatment. This was after sending all traffic from the second email of the campaign to the treatment landing page, which suggests that there would be an even larger decrease in conversion had the traffic been split evenly in that second email. After the test had run for three days, the Hillsdale team decided to end the test in favor of launching a new test against the control: the addition of a photo in the landing page. This new experiment can be found here.