How Premium-Focused Copy Affects Donor Conversion
Experiment ID: #7344
Hillsdale College
Experiment Summary
Timeframe: 08/22/2017 - 08/31/2017
Hillsdale College has a premium offer for their most popular online course, “Constitution 101.” Everyone who donates $100 or more receives a free copy of The U.S. Constitution: A Reader. They wondered if donor conversion would increase if they focused more heavily on The U.S. Constitution: A Reader and it’s benefits to the student. They created and launched a treatment donation page that focused more on the premium to find out.
Research Question
Will a premium-focused “Constitution 101” donation page increase donor conversion?
Design
C: Control
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 7.1% | ||
| T1: | Treatment 1 | 5.2% | -26.5% | 71.5% |
This experiment has a required sample size of 1,251 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
Hillsdale found no statistical difference from their control and treatment donation pages for this test. However, it appears the more premium-focused treatment page was trending towards a decrease in donor conversion. Though this is not statistically valid, we can consider a few reasons why this may be the case.
It’s possible that visitors to this page experienced a decrease in motivation due to the transactional nature of the treatment page. Though the value proposition of Hillsdale College is still present, the treatment page focuses heavily on the content and benefits of the The U.S. Constitution: A Reader instead of the actual course itself. This may have muddied the true value proposition of Hillsdale College and their free online courses. However, further testing is required to validate that hypothesis.
$100