How communicating the impact of a specific gift amount impacts conversion on a recurring gift pop-up
Focus on the Family
Focus on the Family is a global Christian ministry dedicated to helping families thrive. We provide help and resources for couples to build healthy marriages that reflect God's design, and for parents to raise their children according to morals and values grounded in biblical principles.
Experiment Summary
Timeframe: 02/27/2019 - 03/12/2019
Focus on the Family has found great success with their recurring gift pop-up feature on donation pages. During a pro-life campaign, they also found that using a value proposition specific to the particular campaign (pro-life), increased recurring gift conversion as well. To continue to build on those learnings, they hypothesized that communicating the number of babies a person could save with their one-time gift versus an ongoing monthly gift might increase recurring conversion even more.
Research Question
Will communicating how many babies can be saved through a specific gift amount impact donor conversion?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | OUP specific pop-up | 0.46% | |||
| T1: | OUP specific with babies | 0.59% | 27.2% | 98.2% |
This experiment has a required sample size of 25,431 in order to be valid. Since the experiment had a total sample size of 74,645, 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
× 27.2% increase in conversion rate
× 0% increase in average gift
Key Learnings
When the motivating factor of the value proposition went from how a person could save babies from abortion by making a donation to how many babies a person could save with their donation, donor conversion significantly increased by 27%. The treatment copy was dynamic based on a person’s gift amount and showed people that by converting their one-time gift into a recurring gift, they would have an even greater impact.
Based on these learnings, can we increase donor conversion even more by visually showing people the impact they can have with their recurring gift using images? We propose testing this approach next.