How clarifying the value proposition affects name acquisition conversion
Experiment ID: #4652
Buckner International
Experiment Summary
Timeframe: 08/01/2016 - 08/08/2016
As part of the Shoes for Orphan Souls campaign, Buckner International created a pledge for visitors to sign. The primary goal of the page was to collect email addresses. We hypothesized that the value proposition on the control landing page was too ambiguous so we set out to clarify the value proposition on the treatment, as well as shorten the copy.
On the control page the value proposition was captured in the headline “Protecting the Vulnerable and Lifting up the Fatherless”. This could have a variety of meanings to different visitors. The treatment built on earlier learnings about the Christian motivations of typical Buckner donors and focused on the Biblical imperative to care for orphans: “Stand up for orphans and vulnerable children”. This was a more direct and clarified value proposition and call to action.
Research Question
Will a clarified value proposition and shorter copy increase name acquisition conversion?
Design
C: Longer, Broader value proposition
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T1: Direct, Clarified value proposition
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Longer, Broader value proposition | 28.0% | ||
| T1: | Direct, Clarified value proposition | 50.6% | 80.5% | 99.8% |
This experiment has a required sample size of 36 in order to be valid. Since the experiment had a total sample size of 163, 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
× 80.5% increase in conversion rate
× 0% increase in average gift
Key Learnings
By clarifying the value proposition and removing friction in page length, we saw a 80.5% higher conversion rate. This confirmed out hypothesis that we could increase name acquisition conversions by clarifying the value proposition with a more direct call to action.