Hillsdale College

How clarifying the value proposition affects donations

Experiment ID: #2791

Hillsdale College

Experiment Summary

Timeframe: 11/24/2015 - 12/04/2015

Hillsdale College launched a popular new course studying the life of Christian apologist C.S. Lewis. Donor conversion was low in comparison to other courses, so they investigated the copy on the donation page. The value proposition presented described Hillsdale’s online courses in general. They knew that this course attracted a lot of people who might not be familiar with the Hillsdale brand so they drafted a second copy treatment to explain why they teach the course, and how it is free. Then they launched an A/B test to see which copy treatment performed better.

Research Question

Will increasing the clarity and specificity of the value proposition increase donor conversion rate?

Design

C: Hillsdale Value Prop
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T1: Course Specific Value Prop
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382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control1-2-199x395.png [thumb_776_395-width] => 199 [thumb_776_395-height] => 395 ) ) )

Results

 Treatment NameConv. RateRelative DifferenceConfidence
C: Hillsdale Value Prop 5.2%
T1: Course Specific Value Prop 6.3%22.2% 94.2%

This experiment has a required sample size of 3,156 in order to be valid. Since the experiment had a total sample size of 5,890, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

This tells us that specificity does increase the force of the value proposition, which in turn increased donor conversion rate. This may not be the case with all of Hillsdale’s courses, but when attracting a new audience, we may need to be more educational in why the courses are presented, and how they are funded.


Experiment Documented by Jeff Giddens
Jeff Giddens is President of NextAfter.

Question about experiment #2791

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