How adding value proposition to a donation page can affect donor conversion
Experiment ID: #7676
FamilyLife
Experiment Summary
Timeframe: 09/29/2017 - 10/23/2017
FamilyLife was running a test on their main donation page that tested the value proposition in the body copy of the page.
Research Question
Does adding value proposition on a donation page increase donor conversion?
Design
C: Control
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 15.5% | $220.80 | ||
| T1: | Value Prop | 15.2% | -2.2% | 14.6% | $137.43 |
This experiment has a required sample size of 83,191 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
There was not a significant or valid lift in conversion from the updated value proposition, so this test will need to be run again when there is a lot of traffic continuously to the page to validate the learning.