How strengthening the value proposition on the Plugged In donation page impacts conversion
Experiment ID: #9049
Focus on the Family
Experiment Summary
Timeframe: 05/04/2018 - 05/22/2018
On Focus on the Family’s Plugged In donation page, we hypothesized that we might be able to increase donor conversion on that page by adding additional value proposition for why a person should give and what their donation would help accomplish. We developed a treatment that not only strengthened the value proposition, but also connected Plugged In with the parent brand, Focus on the Family. We included Plugged In as an evidential for why a person should support Focus on the Family.
Research Question
Would an expanded and strengthened value proposition increase donor conversion?
Design
C: Original Value Prop
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Original Value Prop | 0.18% | ||
| T1: | Update Value Prop | 0.16% | -11.5% | 18.6% |
This experiment has a required sample size of 312,865 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 this experiment for three weeks, we saw no significant difference in conversion with the treatment. In looking at the data from this experiment, a clear insight from it is that the conversion rate on the page is extremely low. The low conversion rate points to low motivation of the end user. Not even strengthening the value proposition were we able to impact the motivation of the end user. The next approach in testing this page needs to be focused on a more radical treatment to better understand the motivation and kind of people visiting this page.