How the force of the value proposition affects donor conversion rate
Experiment ID: #4401
Hillsdale College
Experiment Summary
Timeframe: 06/24/2016 - 06/29/2016
Hillsdale College was in the middle of their fiscal year-end fundraising campaign when they decided to test a new framework for developing copy on their donation page. Their current donation page started with the headline “You can help defend the Constitution and restore liberty”, which told the reader what they could do. The copy then led into the three points that Hillsdale would do (with their donation) to accomplish these objectives.
But Hillsdale hypothesized that the page was missing a real problem to draw the reader in and set up the three initiatives of the campaign. Additionally, the transitions between each of the initiatives — the glue that draws them together — were missing. They drafted a treatment that started with the problem: “Our Country Stands at a Constitutional Crossroads”. Then, they developed copy that moved seamlessly between the initiatives and called out the fact that Hillsdale receives no government funding, even in the form of student loans.
They launched an A/B copy test on the page, and tested it as they sent multiple email appeals.
Research Question
Will increasing the force of the value proposition increase donor conversion?
Design
C: Control
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 46.0% | ||
| T1: | Value Proposition Copy Treatment | 54.5% | 18.4% | 97.5% |
This experiment has a required sample size of 268 in order to be valid. Since the experiment had a total sample size of 695, 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
× 18.4% increase in conversion rate
× 0% increase in average gift
Key Learnings
The new copy produced an 18.4% lift in donor conversion, with a directional increase in average gift as well.
This shows that the new framework for donation page copy and presentation of the value proposition may increase fundraising results. While this was just one campaign, it certainly makes the case for continued testing of this copy model in future campaigns.
This experiment also shows the importance of frameworks. Without a framework, or a hypothesis behind why the copy was changed, we might just conclude that one landing page was “just better than the other”. But the framework tells us exactly what elements were changed, strengthened, and re-ordered to create better-performing copy with a stronger value proposition. This framework ensures that the result can be replicated on future campaigns.