The Heritage Foundation

How focusing on the product-level value proposition affects revenue

Experiment ID: #1792

The Heritage Foundation

Experiment Summary

Timeframe: 02/17/2015 - 08/05/2015

The Heritage Foundation operates a political news organization called the Daily Signal. Part of the site has links back to the Heritage Foundation properties include a donation link found at the bottom of the page.

Since the donors coming from the site may not be as familiar with The Heritage Foundation, we wanted to discover what value proposition would be most appealing to the donors. We decided to create two treatments, one that targeted the primary value proposition of giving to The Heritage Foundation and the other that focused on a product-level value proposition of giving to the Daily Signal.

Research Question

Which value proposition is most appealing to visitors from the Daily Signal?

Design

C: Heritage branded
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T1: Daily Signal branded
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https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-7-186x410.png [thumb_448_410-width] => 186 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-7-372x820.png [thumb_448_410_retina-width] => 372 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-7-173x382.png [thumb_574_382-width] => 173 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-7-179x395.png [thumb_776_395-width] => 179 [thumb_776_395-height] => 395 ) ) )

Results

 Treatment NameRevenue per VisitorRelative DifferenceConfidenceAverage Gift
C: Heritage branded $4.39$42.30
T1: Daily Signal branded $11.98172.8% 98.8%$98.68

This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was met so these 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
× 16.9% increase in conversion rate
× 133.3% increase in average gift
172.8% increase in revenue

Key Learnings

By focusing the messaging on the value of the Daily Signal, we were able to better align with the visitors’ motivations. We were also able to keep visual congruence by changing the header of the page to reflect the branding of the Daily Signal. All of these adjustments led to a lift in revenue by 172.8%.


Experiment Documented by NextAfter

Question about experiment #1792

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.