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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https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Imprimis.png [tp-image-grid-width] => 269 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Imprimis-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Imprimis-19x50.png [admin-width] => 19 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Imprimis.png [full-width] => 1092 [full-height] => 2837 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Imprimis-372x966.png [thumb_372-width] => 372 [thumb_372-height] => 966 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Imprimis-241x625.png [single_post_thumbnail-width] => 241 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Imprimis-12x32.png [thumb_32_32-width] => 12 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Imprimis-18x48.png [thumb_48_48-width] => 18 [thumb_48_48-height] => 48 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Imprimis-25x64.png [thumb_64_64-width] => 25 [thumb_64_64-height] => 64 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Imprimis-49x128.png [thumb_128_128-width] => 49 [thumb_128_128-height] => 128 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Imprimis-26x67.png [thumb_122_67-width] => 26 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Imprimis-59x153.png [thumb_153_153-width] => 59 [thumb_153_153-height] => 153 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Imprimis-63x163.png [thumb_130_163-width] => 63 [thumb_130_163-height] => 163 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Imprimis-68x177.png 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https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Imprimis-104x270.png [thumb_385_270-width] => 104 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Imprimis-93x241.png [thumb_416_241-width] => 93 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Imprimis-158x410.png [thumb_448_410-width] => 158 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Imprimis-316x820.png [thumb_448_410_retina-width] => 316 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Imprimis-147x382.png [thumb_574_382-width] => 147 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T-Imprimis-152x395.png [thumb_776_395-width] => 152 [thumb_776_395-height] => 395 ) ) )

Results

 Treatment NameConv. RateRelative DifferenceConfidenceAverage 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.


Experiment Documented by NextAfter

Question about experiment #1867

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