How clarifying the value proposition affects revenue on a donation page.
Experiment ID: #3363
Susan B. Anthony List
Experiment Summary
Timeframe: 02/01/2016 - 03/08/2016
In response to Hillary Clinton’s plans to repeal the Hyde Amendment, SBA List created a petition in support of the Hyde Amendment. Traffic was pushed to the petition page through email and Facebook advertising. Once someone signed the petition they were taken to a thank you page with a donation ask.
SBA List wanted to do a radical redesign of the donation page to try and increase revenue. The control was a page layout they had been using previously. For the treatment, they tested a one column approach with a new headline and body copy that reinforced and clarified the value proposition. They also presented fewer giving arrays and a new call-to-action on the button. They did an A/B split test to determine which page would perform better.
Research Question
Which landing page will increase revenue?
Design
C: Two Columns w/ Submit
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Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Two Columns w/ Submit | $0.19 | $33.50 | ||
| T1: | Single Column w/ Value Prop | $0.47 | 150.4% | 50.0% | $72.42 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was not met so these experiment results are not valid.
Key Learnings
They were not able to get a large enough sample size to validate the test. Though the initial data they were able to get did show the one column treatment performing better because of a higher average gift, it is not enough data to come to a conclusion with those results. A similar test will be done for a future campaign with a larger sample size to validate the results.