How adding a personalized call-out for recurring giving impacts donor conversion
Focus on the Family
Focus on the Family is a global Christian ministry dedicated to helping families thrive. We provide help and resources for couples to build healthy marriages that reflect God's design, and for parents to raise their children according to morals and values grounded in biblical principles.
Experiment Summary
Timeframe: 08/25/2020 - 09/10/2020
Focus on the Family offers one-time and recurring giving on their primary donation page. In an effort to increase recurring gifts, we hypothesized that adding a personalized call-out around recurring that communicate the value proposition might increase conversion.
Research Question
Will adding a handwritten note that called out the benefit of making a recurring gift, improve conversion?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control donation page: 993005 | 16.4% | ||
| T1: | Add HandWritten Note: 993108 | 14.1% | -13.9% | 99.6% |
This experiment has a required sample size of 1,910 in order to be valid. Since the experiment had a total sample size of 8,315, 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
× 13.9% decrease in conversion rate
× 0% increase in average gift
Key Learnings
The handwritten note decreased overall giving by 14%. The most significant decrease was seen on desktop devices with a 22% decrease. That said, mobile devices actually increased giving by 18% (88% LoC).
Ultimately, the personal call-out added friction to the conversion pathway and negatively effected overall revenue by 13%. Continued testing is needed around this to see if we can highlight recurring giving in a different way and improve the number of recurring donors we get from the primary donation page.