How adding value proposition copy to a recurring gift donation page impacts conversion
Experiment ID: #2989
Focus on the Family
Experiment Summary
Ended On: 01/15/2018
The Focus on the Family recurring gift donation page had copy on it that was very transaction focused. It had been that way for years. They hypothesized that they might be able to increase conversion if the copy was more value proposition focused rather than transactional. They developed a treatment that told the reader what their monthly gift would do and test this against their control.
Research Question
Will a radical rewrite of the pledge donation page, emphasizing value proposition, increase pledge conversion?
Design
C: Control with transactional copy
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T1: Treatment with value proposition copy
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control with transactional copy | 1.0% | ||
| T1: | Treatment with value proposition copy | 1.4% | 31.5% | 97.6% |
This experiment has a required sample size of 8,586 in order to be valid. Since the experiment had a total sample size of 22,766, 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
× 31.5% increase in conversion rate
× 0% increase in average gift
Key Learnings
The treatment increased donor conversion by 31.5%. This has a significant impact on revenue since this was on the recurring gift donation page.
When analyzing the data they did noticed that the average gift for the control ($60.51) was slightly higher than the treatment ($57.66). But because the donor conversion was significantly higher for the treatment, the treatment would still have a greater positive impact on overall revenue than the control.
This experiment reinforces the idea that value proposition copy is a strong motivating factor to convert donors. When we are able to communicate what a person’s gift will do, donors are more likely to give than when told what they will get if they become a donor.
This experiment is a great start in understanding the motivation behind people becoming a monthly donor. Additional testing will be done to further understand the specific value proposition that motivates people to make a recurring gift as well as how we can increase average gift and optimize overall revenue even more.