How an assumed value proposition affects traffic
Experiment ID: #2232
Alliance Defending Freedom
Experiment Summary
Timeframe: 08/21/2015 - 10/07/2015
On the new Alliance Defending Freedom website, the primary pages within the navigation serve as a means for visitors to learn more about the various aspects of the organization. These pages offer multiple links throughout the page allows each visitor to “choose their own adventure” depending upon the information they want to learn more about.
In the About Us section specifically, each page ends with two equally weighted calls-to-action for both email acquisition and a donation. They each have a very simple headline with a field or button to allow the visitor to complete the action.
We had a hypothesis that if we were able to increase the value of those sections by adding clarifying content and additional copy, we could increase the number of visitors that took the action.
Research Question
Will adding additional content and clarifying the headlines increase the number of visitors that take the action?
Design
C: "Make a Donation" Button
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T1: "Religious Freedom" Button w/ Added Copy
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | "Make a Donation" Button | 0.54% | ||
| T1: | "Religious Freedom" Button w/ Added Copy | 0.29% | -47.0% | 95.6% |
This experiment has a required sample size of 4,918 in order to be valid. Since the experiment had a total sample size of 10,459, 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
× 47.0% decrease in conversion rate
× 0% increase in average gift
Key Learnings
We experienced a 47% decrease in the number of visitors to the donation page with the changes made to the headline, the addition of copy, and the modification of the button. Upon further reflection, the decrease in traffic may be due to the button addressing only religious freedom. ADF defends other issues such as sanctity of life and marriage. It may also have decreased the clarity of the call to action causing people to be less likely to click.
By choosing to address only the religious freedom aspect of the organization, we may have pushed away the visitors who were more attracted to other elements of ADF.