The Missionary Oblates of Mary Immaculate
How increasing the force of the value proposition and removing elements of friction impact donor conversion
Experiment ID: #13318
The Missionary Oblates of Mary Immaculate
Experiment Summary
Timeframe: 01/14/2019 - 03/29/2019
The Missionary Oblates of Mary Immaculate’s recently changed the kind of donation platform they were on and saw an increase in donor conversion just by improving the donor experience with the new platform. Now, they wanted to test the messaging to see if they could increase donor motivation even more. To do this, they added a headline that reinforced the value proposition of the page, strengthened the messaging, removed elements of copy that didn’t enhance the value proposition and added a clear call-to-action.
Research Question
Would strengthening the value proposition on the primary donation page increase donor conversion?
Design
C: Control
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T1: Radical Redesign
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Results
This experiment has a required sample size of
34,770 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
After running the experiment for more than two months, we saw no difference in donor conversion. This can be attributed to the overall low donor conversion on the page. We propose testing other elements on the page that might increase overall revenue rather than increase donor conversion. The next experiment we will run in an effort to do this is testing around the suggested gift array.