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FamilyLife

How a sticky donate button on article pages with a slide-out donor appeal impacts donor conversion

Experiment ID: #142087

FamilyLife

Experiment Summary

Timeframe: 03/23/2023 - 03/31/2023

FamilyLife is a Christian ministry serving families worldwide. They had previously tested a sticky donate button on article pages that floated on the right-hand side of the page with a pulsing heart and linked to the main donation page. This sticky button improved donor conversion. They wanted to test a new version of that button with an expanded value proposition that would appear in a slide-out when the button was clicked. This they posited would enable visitors to receive a reason to donate before visiting the donation page itself. Visitors could then choose to give or dismiss the message altogether.

For the experiment, they wanted to test two different value propositions. One would focus on FamilyLife’s standard appeal message about making a gift to support families in crisis. The other would focus on the perceived value the visitor received from FamilyLife this year and ask them to make a gift to keep FamilyLife here for them and their family.

Originally these two variations were going to be tested against the prior winning sticky donate button that lacked a slide-out CTA message. Due to a setup error, the control experience lacked a sticky donate button altogether, so it became an experiment between these two competing value proposition slide-outs and no sticky donate button.

Research Question

We believe that a sticky donate button with a slide-out CTA featuring additional value proposition copy will increase donor conversion by strengthening the value proposition of the sticky donate button.

Design

C: Control
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T1: Helping Others Focused
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T2: Donor Experience Focused
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Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 0.03% $0.00
T1: Helping Others Focused 0.00% -100.0% 91.7% $0.00
T2: Donor Experience Focused 0.08% 166.7% 86.8% $0.00

This experiment has a required sample size of 6,485 in order to be valid. Since the experiment had a total sample size of 29,514, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

We found that inviting visitors to reflect on the value FamilyLife provided them and then asking them to donate to keep FamilyLife there for them and their family was far more motivational than asking them to make a gift to help other families. We hypothesize this is because it is harder for a potential donor to think about the needs of unidentified "families in critical need" than it is to remember their needs and how FamilyLife has been their for them.

We will continue testing this value proposition to further refine it and identify key motivational elements for donor conversion. Our next test will be this slide-out CTA sticky button against the former control experience of just a sticky donate button without a slide-out message.


Experiment Documented by NextAfter

Question about experiment #142087

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