How the strength of the value proposition affects pay-per-click donor conversion
Experiment ID: #3879
The Heritage Foundation
Experiment Summary
Timeframe: 04/01/2016 - 05/03/2016
The Heritage Foundation had run pay-per-click campaigns on brand terms (like “Heritage Foundation”, “Heritage Foundation membership”) for years. These campaigns ran at a positive ROI and gave users who expressed intent through search a clear path to make their gifts.
Because users had high motivation that was expressed through their search terms, a very transactional landing page had tested well. But Heritage wanted to see if a more emotional appeal might improve conversion — one that told a narrative story and utilized the four pillars of a successful value proposition: appeal, exclusivity, clarity, and credibility. The page also used photography, different background, and stacked member benefits right before it asked for the conversion.
They launched an A/B test to determine a winner.
Research Question
Will a stronger value proposition increase donor conversion from search engine marketing?
Design
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 1.8% | $89.80 | ||
| T1: | Variation 1 | 2.6% | 44.1% | 95.7% | $74.79 |
This experiment has a required sample size of 2,644 in order to be valid. Since the experiment had a total sample size of 5,679, 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
× 44.1% increase in conversion rate
× 16.7% decrease in average gift
20.0% increase in revenue
Key Learnings
The treatment page with the more thorough value proposition and member benefits produced a 44.1% lift in donor conversion. This tells us that we can actually affect donor motivation — even though someone is looking to make a gift, they aren’t always entirely convinced. The strength of the value proposition must capture them where they are and assure them even more in their decision.
We are never done “selling” the donation until they submit their gift. That’s why landing pages must always leverage each of the four pillars of the value proposition to maximize the force with which it is delivered.