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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) ) )
Results
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.