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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) ) )
Results
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%.