How increasing the force of the value proposition affects donor conversion
Experiment ID: #21279
Jerusalem Prayer Team
Experiment Summary
Timeframe: 09/06/2019 - 09/16/2019
Jerusalem Prayer Team had a main donation page that, while having a strong conversion rate, did not have any value proposition copy to inspire the donor to give. The page also had the form aligned to the left, before any copy was read. Finally, the page also had full navigation links at the top and bottom which allowed plenty of opportunities to exit the funnel. They thought that adding value proposition copy, removing the navigation links, and reordering the content to put the content ahead of the donation form would increase conversion. They created a treatment and launched a test to determine a winner.
Research Question
Design
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[thumb_574_382-width] => 349
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[thumb_776_395-width] => 361
[thumb_776_395-height] => 395
) ) [1] => Array
(
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[id] => 47073
[title] => Simplified_with_Value_Prop.jpg
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[filesize] => 258446
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_with_Value_Prop-5.jpg
[link] => https://www.nextafter.com/experiments/how-increasing-the-force-of-the-value-proposition-affects-donor-conversion/attachment/simplified_with_value_prop-jpg-9/
[alt] =>
[author] => 0
[description] =>
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[date] => 2022-11-02 21:51:15
[modified] => 2022-11-02 21:51:15
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[sizes] => Array
(
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[medium-height] => 249
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[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/Simplified_with_Value_Prop-5-600x600.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
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[tp-image-grid-width] => 700
[tp-image-grid-height] => 581
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_with_Value_Prop-5-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_with_Value_Prop-5-50x42.jpg
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[thumb_130_163-width] => 130
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[thumb_232_177-width] => 213
[thumb_232_177-height] => 177
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[thumb_272_325-width] => 544
[thumb_272_325-height] => 452
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[thumb_271_346-width] => 271
[thumb_271_346-height] => 225
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[thumb_271_271-width] => 271
[thumb_271_271-height] => 225
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[thumb_272_172-width] => 207
[thumb_272_172-height] => 172
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[thumb_372_461-width] => 372
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[thumb_372_500-height] => 309
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[thumb_385_270-width] => 325
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_with_Value_Prop-5-290x241.jpg
[thumb_416_241-width] => 290
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_with_Value_Prop-5-448x372.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 372
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_with_Value_Prop-5-896x744.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 744
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_with_Value_Prop-5-460x382.jpg
[thumb_574_382-width] => 460
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Simplified_with_Value_Prop-5-476x395.jpg
[thumb_776_395-width] => 476
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 41.2% | $0.00 | ||
| T1: | Simplified with Value Prop | 80.0% | 94.3% | 100.0% | $0.00 |
This experiment has a required sample size of 12 in order to be valid. Since the experiment had a total sample size of 69, and the level of confidence is above 95% the 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
× 94.3% increase in conversion rate
× 0% increase in average gift
Key Learnings
The new treatment nearly doubled donor conversion