How an emotional value proposition impacts donor conversion
Experiment ID: #8777
Heritage Action for America
Experiment Summary
Timeframe: 02/09/2018 - 03/28/2018
In a recent experiment, Heritage Action for America had found a new value proposition that had appealed to Heritage Foundation donors in the serial ask found on The Foundation’s donation page. This experiment had nearly doubled the number of donors that were now giving to Heritage Action via the serial ask.
With the success of this experiment, we wanted to see if it would have the same impact on the main Heritage Action donation page. When comparing it to the copy found on that page, the new treatment relied far less on the tactical elements of Heritage Action and focused more on the emotional reasons to give a gift.
Research Question
Will the more emotional value proposition generate more donations than the more tactically-focused value proposition?
Design
C: Original Value Prop
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) ) [1] => Array
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[alt] =>
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[caption] =>
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[thumb_448_410_retina-height] => 820
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[thumb_574_382-width] => 319
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Original Value Prop | 12.3% | $180.54 | ||
| T1: | Serial Ask Value Prop | 18.5% | 49.8% | 91.3% | $71.55 |
This experiment has a required sample size of 264 in order to be valid. Since the experiment had a total sample size of 406, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
After running for nearly two months, we found that the new value proposition was able to increase giving by 69%. Now, it should be noted that there was a relatively low number of visitors and conversions compared; we generally want to see more visitors before turning off a test. However, with a long running test, we have to start being concerned about historical distortion and given the low traffic volume sent to the Heritage Action main donation page, it wasn’t likely that we would see a significant boost in conversion or traffic.
With that said, this value proposition should be further validated with additional experiments in areas that will experience greater volumes of traffic like email campaigns.