How expanding a sub-brand’s value proposition to include the broader ministry brand impacts conversion.
Experiment ID: #8579
Focus on the Family
Experiment Summary
Timeframe: 01/17/2018 - 02/20/2018
On the Plugged In donation page we hypothesized that expanding the value proposition might help increase conversion on the page. We proposed testing two versions of the value proposition on the donation page; the current Plugged In donation page focuses on that particular sub-brand and the impact the program has. As a treatment, we developed a message around the broader Focus on the Family brand and value proposition. We then included language about Plugged In in that treatment copy but only as evidentials for how Focus is accomplishing the broader mission.
Research Question
Can we increase conversion by expanding the value proposition on the page?
Design
C: Original Value Prop
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Original Value Prop | 0.16% | ||
| T1: | Update Value Prop | 0.15% | -11.1% | 20.3% |
This experiment has a required sample size of 354,366 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
After running for a month, we weren’t able reach a significant level of confidence with the results (20%). We had trouble validating this experiment, not due to the sample size, but because the conversion rate on the page is so low. This tell us that the people coming to this page are not coming to give or are ready to give. No amount of value proposition will help increase the conversion rate on this specific page when we are asking for a gift. Instead, we need to be testing something higher in the conversion funnel. We propose testing a content offer on this page that then leads into a soft donation ask.