Hillsdale College
How Imprimis’s value proposition affects conversion rates
Experiment ID: #1867
Hillsdale College
Experiment Summary
Timeframe: 07/25/2015 - 08/17/2015
The standard Imprimis donation page does not receive enough traffic each month to validate any tests. However, with the Imprimis survey that was sent out in August of 2015, we were able to drive enough visitors to possibly validate an experiment.
We created an experiment that tested two unique value propositions. The first is the current control which talks about the mission of the college and how Imprimis is connected to that. The new treatment utilized the cost metrics of Imprimis and framed it in terms of what it costs to send to both the donor and other like-minded people.
Research Question
Which value proposition will inspire the most donations and revenue?
Design
C: Control
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T1: Cost of Imprimis
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift |
---|
C: | Control | 9.6% | | | $55.20 |
T1: | Cost of Imprimis | 8.3% | -13.9% | 59.5% | $35.67 |
This experiment has a required sample size of
3,526 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
Neither treatment created enough of a lift to validate the experiment. This proved to us that both had equal appeal in the mind of the donor. We will continue forward with the existing control.