How clarifying the value proposition of a donation page affects conversion rate and negative feedback
Experiment ID: #2186
Hillsdale College
Experiment Summary
Timeframe: 09/10/2015 - 10/02/2015
Hillsdale College had run a battery of tests on the donation page for their Constitution 101 course. Conversion had increased steadily, but there were still a lot of complaints coming in to the support team that indicated that new enrollees thought that they HAD to give a gift to take the course. It became obvious that a lack of clarity was causing cognitive friction and reducing donations, so they created a treatment in an attempt to plainly state that the visitor was now enrolled.
Research Question
Will increasing the clarity of the value proposition (and enrollment) increase donor conversion and decrease negative feedback?
Design
C: Step by Step Instructions
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Step by Step Instructions | 5.1% | ||
| T1: | Reinforcing Previous Action | 6.5% | 26.4% | 98.9% |
This experiment has a required sample size of 2,293 in order to be valid. Since the experiment had a total sample size of 7,749, 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
× 26.4% increase in conversion rate
× 0% increase in average gift
Key Learnings
Not only did conversion increase significantly, there was a dropoff in the amount of negative feedback relating to this course’s enrollment. Making it clear that the visitor was enrolled was pivotal in reducing cognitive friction, which had a direct impact on the conversion rate. This copy was rolled out across all of Hillsdale’s course donation pages.