How two different value propositions on a donation page affected donor conversion
Experiment ID: #4108
Susan B. Anthony List
Experiment Summary
Timeframe: 04/14/2016 - 05/19/2016
In efforts to acquire names and email addresses, Susan B. Anthony List offered a free eBook called “Shutting Down Planned Parenthood”. After someone would request their free eBook they were taken to a confirmation page that had an immediate donation ask on it. SBA List wanted to test if they could improve instant donor conversion by testing two different value propositions. The value proposition for the control focused on getting the eBook in to the hands of more people and the treatment focused on advancing the pro-life movement and shutting down Planned Parenthood
Research Question
Which value proposition would motivate more donors to instantly convert?
Design
C: Resources VP
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T1: Shut Down PP VP
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Resources VP | 1.4% | ||
| T1: | Shut Down PP VP | 0.77% | -46.9% | 69.3% |
This experiment has a required sample size of 1,811 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
While we weren’t able to validate this test, the initial results told us that more people were motivated to donate to help put this resource into the hands of more people than they were to help advance the pro-life movement and shut down Planned Parenthood. The treatments value proposition may have seemed too big of a task for one person to do and accomplish through their donation. This could be why more people were motivated to convert with the control because it was more of a tangible thing that they could help do.