How reinforcing the value proposition in the body copy and CTA affects donor conversion.
Experiment ID: #4582
Harvest Ministries
Experiment Summary
Timeframe: 08/15/2016 - 08/26/2016
For Harvest Ministries mid-month appeal they wanted to see if they could improve donor conversion on the landing page. The control and the treatment had the same value proposition, but the treatment had subtle additions to the copy of the headline, body and CTA to stregthen the value proposition of the page. They ran a split test to see which landing page would increase donor conversion.
Research Question
Which landing page would increase donor conversion?
Design
C: Control
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T1: Reinforced Value Prop
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 11.8% | ||
| T1: | Reinforced Value Prop | 14.5% | 22.8% | 94.8% |
This experiment has a required sample size of 1,237 in order to be valid. Since the experiment had a total sample size of 2,450, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The treatment landing page had an increase in donations by 22.8%. The reinforcement of the value proposition throughout the treatment landing page strengthened the message and ask, resulting in more people giving a donation.