How Faith-Driven Copy Affects Donor Conversion
Experiment ID: #7337
Hillsdale College
Experiment Summary
Timeframe: 08/23/2017 - 08/31/2017
Due to lower traffic volumes, this test did not validate. Further testing will be necessary to provide an answer to this research question. However, Hillsdale can still consider the results that they found. Though there wasn’t a statistically significant difference, Hillsdale did notice that the faith-focused copy was approaching a valid decrease in donor conversion.
This decrease in donor conversion may suggest that the treatment page copy did not increase the clarity of the course’s value proposition. It may also indicate that visitors felt an increase in tension if they did not align with the overtly religious value proposition. New tests are being developed to provide a clearer answer.
Research Question
Will a donation page more focused on the religious value proposition of “C.S. Lewis: Writings and Significance” increase donor conversion?
Design
C: Control
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 11.8% | ||
| T1: | Treatment 1 | 9.6% | -18.0% | 39.9% |
This experiment has a required sample size of 1,644 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 noticing new room for improvement, Hillsdale College launched a series of new donation page treatments. “C.S. Lewis: Writings and Significance” is one of their most popular online courses. After reviewing their donation page, they hypothesized that emphasizing why they offer this course from a religious viewpoint would help clarify the course’s value proposition for visitors. They created a treatment and launched a test to find out.