How removing friction from a monthly donor landing page increased donor conversions for Pathway to Victory
First Baptist Dallas
Experiment Summary
Timeframe: 02/17/2022 - 04/25/2022
Pathway to Victory is a ministry with a donor base built on premium offers that are publicized on both offline (TV, radio, etc) and online channels. They have developed a monthly donor program called Pathway Partner, which has a variety of levels and ways to become a Partner. On the control version, there are 12 different combinations of ways you can qualify to become a Partner; we wanted to test whether reducing the amount of friction on that landing page increased monthly donor conversion.
Instead of giving donors the choice between three ‘circles’, we looked at the data and reduced the choice to a single circle level. We also tested updating the design of the landing page, including adding copy at the top that explained the benefits of the program.
Research Question
We believe that reducing friction for prospective monthly donors will achieve a higher conversion rate.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 2.0% | $0.00 | ||
| T1: | Simplification of ask | 5.0% | 146.3% | 100.0% | $0.00 |
This experiment has a required sample size of 292 in order to be valid. Since the experiment had a total sample size of 3,510, 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
× 146.3% increase in conversion rate
× 0% increase in average gift
Key Learnings
By reducing the complication on the page, and providing a single path for potential monthly donors to take to become a Pathway Partner, the donor conversion rate increased by 146%.
The design of the page–less image heavy, with copy focused on why someone should become a monthly donor, the impact they could make, and not just what they will receive as part of the program–was more conducive to monthly donor recruitment. Moreover, while new visitors to the page had a 107 increase in conversions, those that were returning visitors–and therefore had already looked at the various premium offers–had a 343% increase in conversion rates. As this segment of visitors had already been exposed to the impact supporting Pathway to Victory could make, they were much more likely to become a monthly donor and have their impact go 12x as far.