The revenue impact of shorter and more efficient value proposition copy on a premium offer donation page
FamilyLife
FamilyLife® has been committed to helping individuals find biblical help for their marriage and family relationships. Through the Weekend to Remember® marriage getaways, FamilyLife Today® radio broadcasts, The Art of Marriage® video event, and the many other resources and content, God has used FamilyLife to restore hope for millions of couples and transform their lives.
Experiment Summary
Timeframe: 06/26/2022 - 08/14/2022
FamilyLife is a Christian ministry serving families worldwide. They use premium offers on Facebook to acquire new donors and have been very successful with this approach. For their most popular offer, Seeing Beautiful Again, they wanted to increase the donor conversion on the donation page. In reviewing the copy, we found that it appeared quite long on mobile devices, which were the primary devices visiting the page.
We hypothesized that shorter and more efficient value propositional copy would increase donor conversion by reducing friction on the page.
We developed a treatment version that reduced the word count from 307 words on the control to 154 on the treatment while retaining what we felt was the core value proposition of the premium and of donating to FamilyLife. We split traffic and ran the experiment almost two months through Optimize
Research Question
We believe that shorter and more efficient value proposition copy will reduce friction and increase donor conversion on the donation page
Design
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $0.51 | $11.57 | ||
| T1: | Shorter version | $1.54 | 204.1% | 99.8% | $28.96 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was met so these 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
× 21.4% increase in conversion rate
× 150.4% increase in average gift
204.1% increase in revenue
Key Learnings
There wasn’t a significant source of traffic that experienced a decrease from the shorter treatment. We also verified that there were no larger gifts skewing the results. Donor conversion also increased, however we were not able to validate the increase on donor conversion. However, once again, the increase was being found on desktop, mobile, new, and returning visitor segments so we had no concerns with rolling out the shorter text on the page and ending the test.
We will be using this approach going forward.