How adding value proposition copy to a donation affects donor conversion
Experiment ID: #3951
Jews for Jesus
Experiment Summary
Timeframe: 02/26/2016 - 05/05/2016
Jews for Jesus sends out a monthly newsletter via email. The newsletter has articles and videos people click-through to read and watch, and they recently added an appeal to the newsletter. In efforts to improve donor conversion, they developed a treatment of the donation page for the newsletter appeal. The donation page that was the control didn’t have any value proposition language on it. For the treatment they added value proposition copy to the page to reinforce the message in the newsletter appeal and used large buttons for the gift array instead of radial buttons. They split traffic and tested the donation pages against each other.
Research Question
Would the addition of value proposition copy on the donation page increase conversion?
Design
C: Main Donation Page
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Main Donation Page | 50.0% | ||
| T1: | Custom Worded Donation Page | 30.8% | -38.5% | 93.5% |
This experiment has a required sample size of 50 in order to be valid. Since the experiment had a total sample size of 85, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The treatment with the addition of value proposition copy on the donation page saw a decrease in donations by 38%. While value proposition usually helps improve conversion, these results suggest that the presence of the value proposition copy may have actually created friction for this highly motivated audience. This audience was already motivated to give once they arrived to the donation page and didn’t need or want additional reasons why they should make a donation.