Heritage Action for America
The Heritage Foundation

How refining the value proposition affected the follow-on HAFA gifts

Experiment ID: #2634

Heritage Action for America

The Heritage Foundation

Experiment Summary

Timeframe: 09/25/2015 - 11/18/2015

The follow-on ask for Heritage Action that occurred on Heritage forms had become one of the largest sources of gifts for HAFA. In an effort to continue to improve upon the success of the page, we wanted to see if we could refine the stated value proposition. We set up a test across all donation forms so that we could test it with all completed transactions in order to reach validation quicker.

Research Question

Which value proposition will produce the best conversion rate for follow-on Heritage Action gifts?

Design

C: Original Version
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T1: Jeff's Version
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[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-176x270.png [thumb_385_270-width] => 176 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-157x241.png [thumb_416_241-width] => 157 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-267x410.png [thumb_448_410-width] => 267 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-535x820.png [thumb_448_410_retina-width] => 535 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-249x382.png [thumb_574_382-width] => 249 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-1-258x395.png [thumb_776_395-width] => 258 [thumb_776_395-height] => 395 ) ) )

Results

 Treatment NameConv. RateRelative DifferenceConfidence
C: Original Version 24.2%
T1: Jeff's Version 24.6%1.8% 20.8%

This experiment has a required sample size of 76,442 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

The new treatment with a refined value proposition was not able to significantly impact the conversion rate one way or another. With an average conversion rate of ~24%, it would appear that we are going to have to take a more radical approach in order to improve the results.


Experiment Documented by NextAfter

Question about experiment #2634

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.