How the way value prop is presented on a donation page affects donor conversion rate
Experiment ID: #2554
Buckner International
Experiment Summary
Timeframe: 08/25/2017 - 08/29/2017
Buckner International was running a high urgency campaign for their Shoes for Orphan Souls program. They wanted to test how the presentation of information on the donation page affected donor conversion. The control option presented the positive effects of giving to Shoes in a colorful graphic at the top of the page, while the treatment bulleted the same information in a text-only format, as they traditionally present that information on the donation page. All other elements of the page remained the same.
Research Question
Does method of presentation of the impact of a gift affect donor conversion rate?
Design
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) ) [1] => Array
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[link] => https://www.nextafter.com/experiments/how-the-way-value-prop-is-presented-on-a-donation-page-affects-donor-conversion-rate/attachment/graphic-jpg-6/
[alt] =>
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[description] =>
[caption] =>
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[date] => 2022-10-19 20:40:38
[modified] => 2022-10-19 20:40:38
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[height] => 577
[sizes] => Array
(
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[thumb_130_163-width] => 130
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[thumb_232_177-width] => 232
[thumb_232_177-height] => 118
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[thumb_272_325-width] => 544
[thumb_272_325-height] => 277
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[thumb_271_346-width] => 271
[thumb_271_346-height] => 138
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Graphic-5-271x138.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 138
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[thumb_272_172-width] => 272
[thumb_272_172-height] => 139
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[thumb_372_461-width] => 372
[thumb_372_461-height] => 189
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Graphic-5-372x189.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 189
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Graphic-5-385x196.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 196
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Graphic-5-416x212.jpg
[thumb_416_241-width] => 416
[thumb_416_241-height] => 212
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Graphic-5-448x228.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 228
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Graphic-5-896x456.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 456
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Graphic-5-574x292.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 292
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Graphic-5-776x395.jpg
[thumb_776_395-width] => 776
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Bulleted List | 12.5% | ||
| T1: | Graphic | 42.0% | 236.0% | 99.9% |
This experiment has a required sample size of 19 in order to be valid. Since the experiment had a total sample size of 82, 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
× 236.0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The graphical presentation of the same information increased donor conversion by over 236%. This could be due to an increase in clarity in the donor’s eyes and clarity of the impact their gift would have by laying out the information in a more compelling way.