Hillsdale College

How relevant evidentials affects donor conversion

Experiment ID: #3104

Hillsdale College

Experiment Summary

Timeframe: 01/20/2016 - 02/02/2016

After registering for their free The Presidency and the Constitution course, subscribers are taken to a thank you page with the option to make an immediate gift to Hillsdale College. This immediate conversion page explains why the course is offered for free. The reason relates back to the founding principles of Hillsdale and their desire to educate more individuals on the Constitution and the liberties it promises to the American public.

With the current presidential elections beginning to kick into high gear, we had the hypothesis that if we focused these statements on educating more Americans on the powers and responsibilities of the President, it would be more relevant to the subscriber. The belief was that this increased relevancy would lead to an increase in donations.

Research Question

Which list of evidentials will lead to the highest donor conversion rate?

Design

C: Constitution-focus evidentials
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T1: Presidency-focused evidentials
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Results

 Treatment NameConv. RateRelative DifferenceConfidenceAverage Gift
C: Constitution-focus evidentials 5.7%$55.54
T1: Presidency-focused evidentials 7.3%26.7% 98.5%$59.58

This experiment has a required sample size of 1,986 in order to be valid. Since the experiment had a total sample size of 6,127, and the level of confidence is above 95% the experiment results are valid.

Flux Metrics Affected

The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:

    0% increase in traffic
× 26.7% increase in conversion rate
× 7.3% increase in average gift
36.0% increase in revenue

Key Learnings

The more relevant evidentials that focused on the powers and responsibilities of the presidency led to a 26.7% increase to the donor conversion rate. By relating Hillsdale’s value proposition back to a more relevant topic, we were able to increase the strength of their value proposition in the donors’ minds.


Experiment Documented by Jeff Giddens
Jeff Giddens is President of NextAfter.

Question about experiment #3104

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