How shortening the value proposition on the primary donation page impacts donor conversion
Experiment ID: #9492
Boys Town
Experiment Summary
Timeframe: 08/21/2018 - 09/13/2018
In a previous test for the primary donation page, we found that an expanded value proposition didn’t convert as many people into donors as a version of the page that had an banner image at the top with no additional value proposition. Since we have seen in hundreds of other experiments that value proposition can increase donor conversion and average gift, we wanted to continue to test this approach. We hypothesized that by shortening the value proposition we might be able to increase donor conversion since a large majority of the traffic coming to this page is mobile.
Research Question
How would a shortened value proposition impact donor conversion?
Design
C: Banner Image
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[date] => 2021-02-25 09:48:10
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Banner Image | 37.5% | ||
| T1: | Shortened Value Prop | 34.5% | -8.0% | 75.3% |
This experiment has a required sample size of 1,947 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
After running the experiment for three weeks, we weren’t able to validate the experiment. That said, we did see a directional decrease with the treatment. This tells us that the banner image is still the best performing version of the primary donation page. The additional value proposition copy might actually be creating friction in the donation process because the people coming to the page are on mobile and are already highly motivated to give. Additional testing around the value proposition should be done to gain a better understanding of the donor’s motivation.