How simplifying and reinforcing the value proposition affects donor conversion.
Experiment ID: #4779
Harvest Ministries
Experiment Summary
Timeframe: 08/09/2016 - 08/13/2016
Harvest offers a free online course called, Tell Someone. On the confirmation page for the course sign-up, they ask for a donation. They wanted to try and increase donations on this page so they set up a test. They kept the same value proposition on the control and the treatment, but the treatment had a more simplified value proposition that was reinforced through a headline and call-to-action.
Research Question
Which donation page variation would increase donor conversion?
Design
C: Control
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T1: Simplified and Reinforced Value Prop
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 4.6% | ||
| T1: | Simplified and Reinforced Value Prop | 6.8% | 46.2% | 96.5% |
This experiment has a required sample size of 886 in order to be valid. Since the experiment had a total sample size of 2,150, 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
× 46.2% increase in conversion rate
× 0% increase in average gift
Key Learnings
We were able to increase donations with the treatment variation by 46.2%.
The amount of copy and information on the control may have created friction in the giving process. By simplifying and reinforcing the value proposition on the treatment we were able to strengthen and and bring clarity to the message. We also focused the reader’s attention on what was important for them to know; this helped motivate more donors to give.