Care Net

How aligning the value proposition on the acquisition and donation page impacts donor conversion.

Experiment ID: #8586

Care Net

Experiment Summary

Ended On: 02/14/2018

Care Net developed a Lenten Devotional content offer and used Facebook to push people to their site to get the content offer. After people signed up for the content offer, they were then presented with an instant donation ask. This instant donation page used a value proposition that was Care Net focused. We hypothesized that having a donation page specific to the actual content offer might increase donor conversion. We created a treatment where the value proposition was specific to the Lenten Devotional and tested this against the control

Research Question

Would a value proposition specific to the content offer help motivate more people to give?

Design

C: Control
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T1: Treatment #1
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Results

 Treatment NameConv. RateRelative DifferenceConfidence
C: Control 0.23%
T1: Treatment #1 0.55%142.0% 81.2%

This experiment has a required sample size of 2,829 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

We weren’t able to validate the experiment, but we did see a significant directional lift with the treatment of 142%! This directional lift tells us that when we align our messaging with the value that people just experienced, we are able to motivate more people to take action and give.


Experiment Documented by Courtney Gaines
Courtney Gaines is Vice President at NextAfter.

Question about experiment #8586

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.