How premium-specific donation page copy affects donor conversion
Experiment ID: #7732
Hillsdale College
Experiment Summary
Timeframe: 10/11/2017 - 10/26/2017
Hillsdale College was looking for a new way to enhance the experience of those who sign up to take ‘Constitution 101,’ while increasing donor conversion on the ‘Constitution 101’ donation page.They know that the The U.S. Constitution: A Reader is a helpful guide to students looking to get the most out of this course. They wondered: Can we increase donor conversion by adding more specific language about the benefits of The U.S. Constitution: A Reader. They created a treatment and launched a test to find out.
Research Question
Will focusing more specifically on The U.S. Constitution: A Reader increase donor conversion on the ‘Constitution 101 Thank You!’ page?
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 College found that this treatment version did not significantly increase or decrease donor conversion on the ‘Constitution 101’ donation page. It’s apparent that this change in language was not dramatic enough to change the actions of the page visitor. Even though this test wasn’t statistically valid, we can still look at the trend of the test results for clues. We see that the donation page copy that focused more heavily on the premium offer, rather than the value proposition of Hillsdale College, was actually experiencing a lower conversion rate. This is interesting to remember as we develop more tests with donation pages that contain a premium offer.