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The Gospel Coalition

How a radically redesigned main donation page impacted gifts at calendar year-end

Experiment ID: #80441

The Gospel Coalition

Experiment Summary

Timeframe: 12/22/2021 - 01/01/2022

Because we saw a lift in donor response in a previous experiment when adding relevant value proposition to a post-survey donation page, we wanted to introduce similar language on the main donation page for TGC during their calendar year-end campaign. In addition to outlining the value proposition in the body copy, we revised the headline to indicate how the donor’s gift would be used and mention the upcoming deadline. We also added a countdown clock at the top of the page to indicate urgency and added a live thermometer at the bottom of the page to show progress toward the revenue goal. Beneath the donation button we added a sentence of supporting value proposition demonstrating the impact TGC donors have had throughout the year. Finally, we removed the navigation bar and alternate conflicting calls to action in the footer to keep the donor on the page and stay focused on moving forward with making their gift.

Research Question

We believe that a radical redesign for a main donation page at calendar year-end will achieve an increase in donor conversion.

Design

C: Main Donation Page - Control
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T1: New Headline + Body Copy - Treatment
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https://www.nextafter.com/wp-content/uploads/New_Headline__Body_Copy_-_Treatment-45-768x1842.png [medium_large-width] => 640 [medium_large-height] => 1535 [large] => https://www.nextafter.com/wp-content/uploads/New_Headline__Body_Copy_-_Treatment-45-427x1024.png [large-width] => 427 [large-height] => 1024 [1536x1536] => https://www.nextafter.com/wp-content/uploads/New_Headline__Body_Copy_-_Treatment-45-641x1536.png [1536x1536-width] => 641 [1536x1536-height] => 1536 [2048x2048] => https://www.nextafter.com/wp-content/uploads/New_Headline__Body_Copy_-_Treatment-45-854x2048.png [2048x2048-width] => 854 [2048x2048-height] => 2048 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/New_Headline__Body_Copy_-_Treatment-45.png [tp-image-grid-width] => 292 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/New_Headline__Body_Copy_-_Treatment-45-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/New_Headline__Body_Copy_-_Treatment-45-21x50.png [admin-width] => 21 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/New_Headline__Body_Copy_-_Treatment-45.png [full-width] => 2508 [full-height] => 6014 [thumb_372] => https://www.nextafter.com/wp-content/uploads/New_Headline__Body_Copy_-_Treatment-45-372x892.png [thumb_372-width] => 372 [thumb_372-height] => 892 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/New_Headline__Body_Copy_-_Treatment-45-261x625.png [single_post_thumbnail-width] => 261 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/New_Headline__Body_Copy_-_Treatment-45-13x32.png [thumb_32_32-width] => 13 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/New_Headline__Body_Copy_-_Treatment-45-20x48.png [thumb_48_48-width] => 20 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/New_Headline__Body_Copy_-_Treatment-45-27x64.png [thumb_64_64-width] => 27 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/New_Headline__Body_Copy_-_Treatment-45-53x128.png [thumb_128_128-width] => 53 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/New_Headline__Body_Copy_-_Treatment-45-28x67.png [thumb_122_67-width] => 28 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/New_Headline__Body_Copy_-_Treatment-45-64x153.png [thumb_153_153-width] => 64 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/New_Headline__Body_Copy_-_Treatment-45-68x163.png [thumb_130_163-width] => 68 [thumb_130_163-height] => 163 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/New_Headline__Body_Copy_-_Treatment-45-74x177.png [thumb_232_177-width] => 74 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/New_Headline__Body_Copy_-_Treatment-45-271x650.png [thumb_272_325-width] => 271 [thumb_272_325-height] => 650 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/New_Headline__Body_Copy_-_Treatment-45-144x346.png [thumb_271_346-width] => 144 [thumb_271_346-height] => 346 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/New_Headline__Body_Copy_-_Treatment-45-113x271.png [thumb_271_271-width] => 113 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/New_Headline__Body_Copy_-_Treatment-45-72x172.png [thumb_272_172-width] => 72 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/New_Headline__Body_Copy_-_Treatment-45-192x461.png [thumb_372_461-width] => 192 [thumb_372_461-height] => 461 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/New_Headline__Body_Copy_-_Treatment-45-209x500.png [thumb_372_500-width] => 209 [thumb_372_500-height] => 500 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/New_Headline__Body_Copy_-_Treatment-45-113x270.png [thumb_385_270-width] => 113 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/New_Headline__Body_Copy_-_Treatment-45-101x241.png [thumb_416_241-width] => 101 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/New_Headline__Body_Copy_-_Treatment-45-171x410.png [thumb_448_410-width] => 171 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/New_Headline__Body_Copy_-_Treatment-45-342x820.png [thumb_448_410_retina-width] => 342 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/New_Headline__Body_Copy_-_Treatment-45-159x382.png [thumb_574_382-width] => 159 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/New_Headline__Body_Copy_-_Treatment-45-165x395.png [thumb_776_395-width] => 165 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/New_Headline__Body_Copy_-_Treatment-45.png [gform-image-choice-sm-width] => 125 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/New_Headline__Body_Copy_-_Treatment-45.png [gform-image-choice-md-width] => 167 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/New_Headline__Body_Copy_-_Treatment-45.png [gform-image-choice-lg-width] => 250 [gform-image-choice-lg-height] => 600 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Main Donation Page - Control 4.0% $0.00
T1: New Headline + Body Copy - Treatment 7.3% 80.6% 100.0% $0.00

This experiment has a required sample size of 406 in order to be valid. Since the experiment had a total sample size of 5,419, 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
× 80.6% increase in conversion rate
× 0% increase in average gift

Key Learnings

After running the treatment on the main donation page during the last 10 days of the month, we observed an 80% increase in donor conversion with 99% level of confidence. By creating a specific value proposition and highlighting urgency, the treatment outperformed the general main donation page during this timeframe. For future experiments, we will look into which individual elements from this experiment could be re-tested on the main donation page to improve conversion on a more evergreen basis. TGC donors seemed to respond well to the treatment elements but we will want to condense and isolate some of the variables to identify those that can continually move the needle for traffic in general outside of a high urgency campaign.


Experiment Documented by Rebekah Josefy
Rebekah Josefy is an Optimization Director at NextAfter.

Question about experiment #80441

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.