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Focus on the Family

How a sticky bar with a “special message” on a donation page impacted gifts from returning visitors

Experiment ID: #87648

Focus on the Family

Experiment Summary

Timeframe: 03/07/2022 - 03/21/2022

In an effort to improve donor conversion, we wanted to further “humanize” the instant donation page for Focus on the Family’s video series subscribers. We developed a treatment that included a special message sticky bar from a Vice President encouraging visitors to remain on the page and take the time read the donation page offer. The sticky bar included a photo of the VP and the following note: “Thank you for signing up for this video series! Before you go, please take a moment to read the important message below to learn how you can help more families get access to free video series like this one.” We split traffic 50/50 and launched this treatment on several active donation pages to observe the impact of the sticky bar on donation conversion.

Research Question

We believe that a personalized sticky bar for donation page visitors will achieve an increase in donor conversion.

Design

C: Control
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T1: John Fuller
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https://www.nextafter.com/wp-content/uploads/John_Fuller-4-96x67.png [thumb_122_67-width] => 96 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/John_Fuller-4-153x107.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 107 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/John_Fuller-4-130x91.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 91 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/John_Fuller-4-232x162.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 162 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/John_Fuller-4-544x381.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 381 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/John_Fuller-4-271x190.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 190 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/John_Fuller-4-271x190.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 190 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/John_Fuller-4-246x172.png [thumb_272_172-width] => 246 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/John_Fuller-4-372x260.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 260 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/John_Fuller-4-372x260.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 260 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/John_Fuller-4-385x270.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/John_Fuller-4-344x241.png [thumb_416_241-width] => 344 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/John_Fuller-4-448x313.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 313 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/John_Fuller-4-896x627.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 627 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/John_Fuller-4-546x382.png [thumb_574_382-width] => 546 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/John_Fuller-4-565x395.png [thumb_776_395-width] => 565 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/John_Fuller-4.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 210 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/John_Fuller-4.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 280 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/John_Fuller-4.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 420 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 2.7% $0.00
T1: John Fuller 3.6% 33.0% 95.0% $0.00

This experiment has a required sample size of 2,949 in order to be valid. Since the experiment had a total sample size of 5,851, 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
× 33.0% increase in conversion rate
× 0% increase in average gift

Key Learnings

After running the experiment slightly over one week, we saw a 33% lift in donor conversion rate with 95% level of confidence. We were especially interested in how returning visitors would respond to this message since it was a new highlight to previous donation pages they would have experienced. For that segment specifically we saw an 83% increase in donations with a 96% level of confidence. We will continue to run the sticky bar to 100% of traffic based on these results but we will also move forward with testing special messages from other staff members at Focus to see if we can continue to improve and optimize the treatment by continually rotating how the page appears for repeat visitors to hold their attention.

Observations of the impact on other visitor segments in the experiment:

  • Referral visitors had a 15.6% increase in donations with a 100% level of confidence.
  • Desktop visitors had a 44.1% increase in donations with an 88% level of confidence.
  • Tablet visitors had a 447.2% increase in donations with a 92% level of confidence.
  • Returning visitors had an 83.2% increase in donations with a 96% level of confidence.
  • 35-44 visitors had a 3.1% increase in donations with a 96% level of confidence.

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

Question about experiment #87648

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