How the force of the value proposition affects donor conversion rate
Experiment ID: #4348
Harvest Ministries
Harvest Christian Fellowship exists to bring Christians closer to God and to bring nonbelievers to a saving relationship with Him by showing how God's Word and faith in Him are applicable and relevant to everyday life.
Experiment Summary
Timeframe: 06/03/2016 - 06/18/2016
Harvest Ministries offered a free online course to people called, Tell Someone. Once a person registered for the course they were taken to a confirmation/ donation page. The donation page offered the course companion book to people if they gave a donation. In an effort to increase donor conversion they ran a test on the donation page and created a treatment that had a different value proposition – give a gift to make it possible so others can take the course. They split the traffic and tested the two different value propositions.
Research Question
Which value proposition would increase donor conversion?
Design
C: Control: Book offer
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T1: Treatment: So others can take the course
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control: Book offer | 3.3% | ||
| T1: | Treatment: So others can take the course | 8.7% | 163.7% | 97.6% |
This experiment has a required sample size of 160 in order to be valid. Since the experiment had a total sample size of 371, 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
× 163.7% increase in conversion rate
× 0% increase in average gift
Key Learnings
Donors were more highly motivated to give a donation to allow others to take the course than they were to receive a free book. In fact, the treatment saw a 163.7% increase in donations from the control. The treatment did offer the book as well, but the value proposition on that donation page wasn’t just about getting the book, it was about letting others take advantage of the free course. By reinforcing the value proposition on that page, we were able to increase donor conversion.