How simplifying the design and expanding the content affects revenue
Experiment ID: #11511
Buckner International
Experiment Summary
Timeframe: 12/21/2014 - 12/28/2014
For their year end campaign, Online for Life used their unique process for reaching abortion-determined women and the cost that it takes to save a child as the primary value proposition. The question became how much the page needed to explain the details of the process vs. keeping it high level. We created two treatments to find out.
Research Question
A longer explanation of OFL’s unique process coupled with a simpler page design will allow donors to get a better understanding of their value proposition which will, in turn, increase the overall revenue for the campaign.
Design
C: Design Page with Shorter Copy
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T1: Simple Design with Longer Copy
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[thumb_776_395-width] => 125
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) ) [1] => Array
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[thumb_448_410_retina-height] => 820
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[thumb_574_382-width] => 104
[thumb_574_382-height] => 382
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[thumb_776_395-width] => 107
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Design Page with Shorter Copy | $16.06 | ||
| T1: | Simple Design with Longer Copy | $3.51 | -78.2% | 100.0% |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was met so these 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
× 50.5% decrease in conversion rate
× 55.9% decrease in average gift
78.2% decrease in revenue
Key Learnings
It would appear that less explanation was needed than we had originally thought. This may be the result of previous efforts to explain how OFL works or the urgency that comes with year end. In any case, we will know that less is more for future campaigns.