How the value proposition on a website pop-up can impact clicks to a donation page.
Experiment ID: #7667
National Breast Cancer Foundation
Experiment Summary
Timeframe: 10/13/2017 - 10/23/2017
The month of October is Breast Cancer Awareness Month. This is a critical time of year for National Breast Cancer Foundation to raise money for their organization around awareness and education of breast cancer. They get a significant amount of traffic to their homepage during this month. They have a pop-up on the homepage that they display in an effort to convert the site traffic into donors. They tested the value proposition of this pop-up from something tangible (provide 1,000 more women with screen services) to a more general value proposition (help women facing breast cancer).
Research Question
Which value proposition would get more people to the donation page?
Design
C: Provide More Screening Services
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T1: Help Women Facing Breast Cancer
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Provide More Screening Services | 5.5% | ||
| T1: | Help Women Facing Breast Cancer | 6.3% | 14.3% | 100.0% |
This experiment has a required sample size of 6,814 in order to be valid. Since the experiment had a total sample size of 144,374, 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:
14.3% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The more general value proposition increased clicks to the donation page by 14%! The general value proposition had a higher appeal. Providing help to women facing breast cancer is something that people can understand, there is no explanation needed and they want to give towards that. The more specific value proposition was a great approach, but it lacked clarity about what “screening services” were, creating friction in the mind of the end user.