How the addition of value proposition copy affected donor conversion.
Experiment ID: #4098
Susan B. Anthony List
Experiment Summary
Timeframe: 02/24/2016 - 05/19/2016
Susan B. Anthony list wanted to try and increase donations on their main donation page. In efforts to do this, they developed a treatment of the existing page. The existing page had minimal value proposition copy on it. For the treatment, they rewrote the existing copy, added value proposition language and a new headline and call-to-action that reinforced that value proposition. They split the traffic coming to the page.
Research Question
Will adding value proposition copy increase donations?
Design
C: Original
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T1: Value Prop Added
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Original | 29.5% | ||
| T1: | Value Prop Added | 25.9% | -12.2% | 75.9% |
This experiment has a required sample size of 1,182 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
While we weren’t able to validate the results for this test, the initial results tell us that the addition of the value proposition copy to the donation page actually caused a decrease in donations by 12.2%. The value proposition copy may have caused friction for those people who were already motivated enough to give once they came to the donation page.
The addition of the value proposition copy caused a decrease in donations for this test, but actually improved the second gift ask test we did on this same donation page. You can see that test here.