How increasing the force of the value proposition affects conversion on an “instant” donation page
Experiment ID: #9123
Leadership Institute
Experiment Summary
Timeframe: 05/17/2018 - 06/22/2018
Leadership Institute offered a free online video course, Conservatism 101 that they promoted through Facebook, hoping to use it to acquire prospects and turn them into donors. After users signed up, they were presented with a thank you page that asked for a donation. While this page had a conversion rate above 1%, which was the low side of the benchmark, they believed they could improve it through testing and optimization. They created a second donation page that took a more emotional tone.
The initial page went from the thank you message directly into tactical copy about how the course was delivered and why it was created. They reduced this “tactical” copy on the page in order to move more quickly into “why” the course was created, and the context of how it is currently taught on college campuses. The new copy tried to cast a vision for the course, and made a direct ask (in the form of a question) to fund it, finishing with a quantified ask of how $50 will help. Then, it preemptively thanked the donor before they made their gift. They launched an A/B test to determine which page delivered a better conversion rate.
Research Question
How will optimizing the value proposition on the donation page affect conversion?
Design
C: Control
Array
(
[0] => Array
(
[ID] => 15107
[id] => 15107
[title] => Control-6-3.jpg
[filename] => Control-6-3.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3.jpg
[link] => https://www.nextafter.com/experiments/how-increasing-the-force-of-the-value-proposition-affects-conversion-on-an-instant-donation-page/attachment/control-6-3-jpg/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => control-6-3-jpg
[status] => inherit
[uploaded_to] => 15106
[date] => 2021-02-25 09:23:53
[modified] => 2021-02-25 09:23:53
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 720
[height] => 656
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-300x273.jpg
[medium-width] => 300
[medium-height] => 273
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3.jpg
[medium_large-width] => 640
[medium_large-height] => 583
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3.jpg
[large-width] => 640
[large-height] => 583
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3.jpg
[1536x1536-width] => 720
[1536x1536-height] => 656
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3.jpg
[2048x2048-width] => 720
[2048x2048-height] => 656
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-600x600.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 638
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-50x46.jpg
[admin-width] => 50
[admin-height] => 46
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3.jpg
[full-width] => 720
[full-height] => 656
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-372x339.jpg
[thumb_372-width] => 372
[thumb_372-height] => 339
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-686x625.jpg
[single_post_thumbnail-width] => 686
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-32x29.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 29
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-48x44.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 44
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-64x58.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 58
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-128x117.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 117
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-74x67.jpg
[thumb_122_67-width] => 74
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-153x139.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 139
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-130x118.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 118
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-194x177.jpg
[thumb_232_177-width] => 194
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-544x496.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 496
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-271x247.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 247
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-271x247.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 247
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-189x172.jpg
[thumb_272_172-width] => 189
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-372x339.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 339
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-372x339.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 339
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-296x270.jpg
[thumb_385_270-width] => 296
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-265x241.jpg
[thumb_416_241-width] => 265
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-448x408.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 408
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3.jpg
[thumb_448_410_retina-width] => 720
[thumb_448_410_retina-height] => 656
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-419x382.jpg
[thumb_574_382-width] => 419
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-434x395.jpg
[thumb_776_395-width] => 434
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 15108
[id] => 15108
[title] => Increased_Value_Prop.jpg
[filename] => Increased_Value_Prop.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop.jpg
[link] => https://www.nextafter.com/experiments/how-increasing-the-force-of-the-value-proposition-affects-conversion-on-an-instant-donation-page/attachment/increased_value_prop-jpg/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => increased_value_prop-jpg
[status] => inherit
[uploaded_to] => 15106
[date] => 2021-02-25 09:23:57
[modified] => 2021-02-25 09:23:57
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 738
[height] => 830
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-267x300.jpg
[medium-width] => 267
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop.jpg
[medium_large-width] => 640
[medium_large-height] => 720
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop.jpg
[large-width] => 640
[large-height] => 720
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop.jpg
[1536x1536-width] => 738
[1536x1536-height] => 830
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop.jpg
[2048x2048-width] => 738
[2048x2048-height] => 830
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-600x600.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop.jpg
[tp-image-grid-width] => 622
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-44x50.jpg
[admin-width] => 44
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop.jpg
[full-width] => 738
[full-height] => 830
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-372x418.jpg
[thumb_372-width] => 372
[thumb_372-height] => 418
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-556x625.jpg
[single_post_thumbnail-width] => 556
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-28x32.jpg
[thumb_32_32-width] => 28
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-43x48.jpg
[thumb_48_48-width] => 43
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-57x64.jpg
[thumb_64_64-width] => 57
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-114x128.jpg
[thumb_128_128-width] => 114
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-60x67.jpg
[thumb_122_67-width] => 60
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-136x153.jpg
[thumb_153_153-width] => 136
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-130x146.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 146
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-157x177.jpg
[thumb_232_177-width] => 157
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-544x612.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 612
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-271x305.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 305
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-241x271.jpg
[thumb_271_271-width] => 241
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-153x172.jpg
[thumb_272_172-width] => 153
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-372x418.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 418
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-372x418.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 418
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-240x270.jpg
[thumb_385_270-width] => 240
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-214x241.jpg
[thumb_416_241-width] => 214
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-365x410.jpg
[thumb_448_410-width] => 365
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-729x820.jpg
[thumb_448_410_retina-width] => 729
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-340x382.jpg
[thumb_574_382-width] => 340
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-351x395.jpg
[thumb_776_395-width] => 351
[thumb_776_395-height] => 395
) ) )
T1: Increased Value Prop
Array
(
[0] => Array
(
[ID] => 15107
[id] => 15107
[title] => Control-6-3.jpg
[filename] => Control-6-3.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3.jpg
[link] => https://www.nextafter.com/experiments/how-increasing-the-force-of-the-value-proposition-affects-conversion-on-an-instant-donation-page/attachment/control-6-3-jpg/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => control-6-3-jpg
[status] => inherit
[uploaded_to] => 15106
[date] => 2021-02-25 09:23:53
[modified] => 2021-02-25 09:23:53
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 720
[height] => 656
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-300x273.jpg
[medium-width] => 300
[medium-height] => 273
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3.jpg
[medium_large-width] => 640
[medium_large-height] => 583
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3.jpg
[large-width] => 640
[large-height] => 583
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3.jpg
[1536x1536-width] => 720
[1536x1536-height] => 656
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3.jpg
[2048x2048-width] => 720
[2048x2048-height] => 656
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-600x600.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 638
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-50x46.jpg
[admin-width] => 50
[admin-height] => 46
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3.jpg
[full-width] => 720
[full-height] => 656
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-372x339.jpg
[thumb_372-width] => 372
[thumb_372-height] => 339
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-686x625.jpg
[single_post_thumbnail-width] => 686
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-32x29.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 29
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-48x44.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 44
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-64x58.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 58
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-128x117.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 117
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-74x67.jpg
[thumb_122_67-width] => 74
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-153x139.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 139
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-130x118.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 118
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-194x177.jpg
[thumb_232_177-width] => 194
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-544x496.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 496
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-271x247.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 247
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-271x247.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 247
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-189x172.jpg
[thumb_272_172-width] => 189
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-372x339.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 339
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-372x339.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 339
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-296x270.jpg
[thumb_385_270-width] => 296
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-265x241.jpg
[thumb_416_241-width] => 265
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-448x408.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 408
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3.jpg
[thumb_448_410_retina-width] => 720
[thumb_448_410_retina-height] => 656
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-419x382.jpg
[thumb_574_382-width] => 419
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-6-3-434x395.jpg
[thumb_776_395-width] => 434
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 15108
[id] => 15108
[title] => Increased_Value_Prop.jpg
[filename] => Increased_Value_Prop.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop.jpg
[link] => https://www.nextafter.com/experiments/how-increasing-the-force-of-the-value-proposition-affects-conversion-on-an-instant-donation-page/attachment/increased_value_prop-jpg/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => increased_value_prop-jpg
[status] => inherit
[uploaded_to] => 15106
[date] => 2021-02-25 09:23:57
[modified] => 2021-02-25 09:23:57
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 738
[height] => 830
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-267x300.jpg
[medium-width] => 267
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop.jpg
[medium_large-width] => 640
[medium_large-height] => 720
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop.jpg
[large-width] => 640
[large-height] => 720
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop.jpg
[1536x1536-width] => 738
[1536x1536-height] => 830
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop.jpg
[2048x2048-width] => 738
[2048x2048-height] => 830
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-600x600.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop.jpg
[tp-image-grid-width] => 622
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-44x50.jpg
[admin-width] => 44
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop.jpg
[full-width] => 738
[full-height] => 830
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-372x418.jpg
[thumb_372-width] => 372
[thumb_372-height] => 418
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-556x625.jpg
[single_post_thumbnail-width] => 556
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-28x32.jpg
[thumb_32_32-width] => 28
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-43x48.jpg
[thumb_48_48-width] => 43
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-57x64.jpg
[thumb_64_64-width] => 57
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-114x128.jpg
[thumb_128_128-width] => 114
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-60x67.jpg
[thumb_122_67-width] => 60
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-136x153.jpg
[thumb_153_153-width] => 136
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-130x146.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 146
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-157x177.jpg
[thumb_232_177-width] => 157
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-544x612.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 612
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-271x305.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 305
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-241x271.jpg
[thumb_271_271-width] => 241
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-153x172.jpg
[thumb_272_172-width] => 153
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-372x418.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 418
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-372x418.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 418
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-240x270.jpg
[thumb_385_270-width] => 240
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-214x241.jpg
[thumb_416_241-width] => 214
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-365x410.jpg
[thumb_448_410-width] => 365
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-729x820.jpg
[thumb_448_410_retina-width] => 729
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-340x382.jpg
[thumb_574_382-width] => 340
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Increased_Value_Prop-351x395.jpg
[thumb_776_395-width] => 351
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 1.3% | $21.00 | ||
| T1: | Increased Value Prop | 2.5% | 97.5% | 76.5% | $36.25 |
This experiment has a required sample size of 889 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
The second page produced a 97.5% lift, though the results were not statistically valid because of reduced media spend and low sample size. However, since a 75% level of confidence was reached, they felt the risk was mitigated to roll this out as the winner, increase the media spend, and develop a new treatment on top of this learning.