How clarifying the value proposition affects donor conversion rate
Experiment ID: #2693
Hillsdale College
Experiment Summary
Timeframe: 11/14/2015 - 11/24/2015
Hillsdale College was promoting their popular Constitution 101 course with a page that had been through a series of tests centered around copy and the email acquisition form. Through all of these, the top banner had remained the same. They hypothesized that the separation of the headline from the rest of the copy might be creating a “break” between the two sections. They designed a treatment that removed the “banner” section and closely joined it to the body copy, in an effort to reduce friction and increase the clarity of the value proposition. Also, they tested an alternate headline that tested the value proposition offering “Instant Free Access” to the course.
Initially, they hoped that this would increase email acquisition rate, which would proportionately increase donor conversion rate on the following page. But they also hypothesized that donor conversion rate would increase ahead of email conversion rate if more people read the full value proposition.
Research Question
Can we affect donor conversion rate by positioning the headline in greater proximity to the body copy and increasing the clarity of the value proposition?
Design
C: Control - Banner & Know the Constitution
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[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Know_the_constitution_-_No_Banner-1.png
[2048x2048-width] => 1440
[2048x2048-height] => 1954
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Know_the_constitution_-_No_Banner-1-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Know_the_constitution_-_No_Banner-1-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Know_the_constitution_-_No_Banner-1.png
[tp-image-grid-width] => 516
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Know_the_constitution_-_No_Banner-1-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Know_the_constitution_-_No_Banner-1-37x50.png
[admin-width] => 37
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Know_the_constitution_-_No_Banner-1.png
[full-width] => 1440
[full-height] => 1954
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Know_the_constitution_-_No_Banner-1-372x505.png
[thumb_372-width] => 372
[thumb_372-height] => 505
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Know_the_constitution_-_No_Banner-1-461x625.png
[single_post_thumbnail-width] => 461
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Know_the_constitution_-_No_Banner-1-24x32.png
[thumb_32_32-width] => 24
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Know_the_constitution_-_No_Banner-1-35x48.png
[thumb_48_48-width] => 35
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Know_the_constitution_-_No_Banner-1-47x64.png
[thumb_64_64-width] => 47
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Know_the_constitution_-_No_Banner-1-94x128.png
[thumb_128_128-width] => 94
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Know_the_constitution_-_No_Banner-1-49x67.png
[thumb_122_67-width] => 49
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Know_the_constitution_-_No_Banner-1-113x153.png
[thumb_153_153-width] => 113
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Know_the_constitution_-_No_Banner-1-120x163.png
[thumb_130_163-width] => 120
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Know_the_constitution_-_No_Banner-1-130x177.png
[thumb_232_177-width] => 130
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Know_the_constitution_-_No_Banner-1-479x650.png
[thumb_272_325-width] => 479
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Know_the_constitution_-_No_Banner-1-255x346.png
[thumb_271_346-width] => 255
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Know_the_constitution_-_No_Banner-1-200x271.png
[thumb_271_271-width] => 200
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Know_the_constitution_-_No_Banner-1-127x172.png
[thumb_272_172-width] => 127
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Know_the_constitution_-_No_Banner-1-340x461.png
[thumb_372_461-width] => 340
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Know_the_constitution_-_No_Banner-1-368x500.png
[thumb_372_500-width] => 368
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Know_the_constitution_-_No_Banner-1-199x270.png
[thumb_385_270-width] => 199
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Know_the_constitution_-_No_Banner-1-178x241.png
[thumb_416_241-width] => 178
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Know_the_constitution_-_No_Banner-1-302x410.png
[thumb_448_410-width] => 302
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Know_the_constitution_-_No_Banner-1-604x820.png
[thumb_448_410_retina-width] => 604
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Know_the_constitution_-_No_Banner-1-282x382.png
[thumb_574_382-width] => 282
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Know_the_constitution_-_No_Banner-1-291x395.png
[thumb_776_395-width] => 291
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control - Banner & Know the Constitution | 1.9% | ||
| T1: | Instant Free Access - No Banner | 2.5% | 30.9% | 84.6% |
| T2: | Know the constitution - No Banner | 3.1% | 59.7% | 99.1% |
This experiment has a required sample size of 2,125 in order to be valid. Since the experiment had a total sample size of 7,473, 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
× 59.7% increase in conversion rate
× 0% increase in average gift
Key Learnings
This test resulted in a 59.8% increase in donor conversion rate — which was much more than Hillsdale thought they would receive. After careful review, it was clear that more visitors who would have signed up anyway were converting, as the new design increased the clarity of the value proposition. Simply put, more people visiting the page absorbed the value proposition, and it resulted in a much larger portion of them choosing to make a donation after signing up.