How the popularity of 3rd party credibility can affect conversion
Experiment ID: #1830
Media Research Center
Experiment Summary
Timeframe: 06/12/2015 - 07/31/2015
For their primary donation page, the Media Research Center wanted to find what 3rd party sources lend the most credibility to their value proposition. Many conservative figures cite their research in their work but the different individuals have varying levels of popularity.
We created a test of the existing donation page and replaced a one public figure (Laura Ingraham) with another (Rush Limbaugh). The ordering was also changed up to bring the animated element of the page closer to the top. We wanted to see if this new arrangement would improve the conversion of the page.
Research Question
Which visual layout or 3rd party sources will produce the greatest conversion rate for the donation page?
Design
C: Control
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T1: Treatment 1
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 1.1% | ||
| T1: | Treatment 1 | 1.3% | 25.7% | 90.4% |
This experiment has a required sample size of 12,124 in order to be valid. Since the experiment had a total sample size of 17,545, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
By placing a more well-known figure, and his endorsement, closer to the donation form, we were able to reduce the anxiety of the donor enough to improve the conversion rate by 25%.