How personalization and value proposition affect recurring donor conversion
Experiment ID: #7539
CaringBridge
Experiment Summary
Ended On: 10/31/2018
CaringBridge had recently reintroduced the recurring gift option in their tribute page donation process. While a previous test had showed that a single checkbox with value proposition copy beat a binary (monthly/one-time) option, they wanted to test the impact of personalizing the copy to the subject of the journal. While they were doing that, they wanted to also test a version that had no additional value proposition copy to establish a baseline conversion rate, since their first test was a radical redesign. They designed two treatments—one with personalized copy and one with just “Make this a monthly recurring donation” and launched an A/B/C test to determine a winner.
Research Question
How does personalization (and the presence of value proposition copy in the first place) affect conversion for recurring donors?
Design
C: Control
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T1: Personalized Value Proposition
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T2: No Value Proposition
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.05% | ||
| T1: | Personalized Value Proposition | 0.05% | 0.0% | 0.0% |
| T2: | No Value Proposition | 0.03% | -40.2% | 59.6% |
This experiment has a required sample size of 136,104 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
While there weren’t enough conversions to validate any of the treatments, the final treatment with no value proposition copy showed a directional 40% decrease in conversion, with a growing level of confidence. This implies (though not statistically valid) that any amount of value proposition copy is better than no value proposition copy. There was no difference at all in conversion by adding personalization (which goes against the grain of previous testing), but also shows that we must work harder at this ask to increase results, as it is a secondary value proposition—asking the donor to “lift” a little more (with a monthly donation) when they are already making a lift as it is (with a single donation).