How adding a privacy language to an acquisition offer donation page 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: 02/16/2023 - 02/24/2023
Focus on the Family (FOTF) is a global Christian ministry dedicated to helping families thrive. They run several different acquisition offers to attract donors on Facebook. We decided to run a series of tests to determine the impact of adding a statement promising to protect their privacy on the landing pages and donation pages. This was the second test in the series where we examined the impact this disclaimer would have on their acquisition offer donation pages.
In our first test on the landing page, we saw that people who had the privacy and communication statement had a higher donor conversion rate than those who did not. We wanted to see if adding the same statement to the donation page would have the same effect. Could it raise donor conversion or even increase the average gift because of the added sense of security and transparency?
Research Question
We believe that adding a privacy statement underneath the donation button for visitors to the donation page will achieve a greater donor conversion rate because the privacy statement adds perceived security to the form and reduces anxiety about how the donor’s information will be used.
Design
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $1.19 | $37.95 | ||
| T1: | communication/ privacy language | $1.95 | 63.3% | 75.2% | $45.00 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was not met so these experiment results are not valid.
Key Learnings
Adding the privacy statement under the donate button resulted in a significant increase in donor conversion and revenue.
Donor revenue increased by 63% with a 94% Level of Confidence. This could be due to adding the perceived sense of privacy, the transparency of what the donors are signing up for, or both.
The donor conversion rate increased as well by 37% with a 75% LOC, this experiment will need to be retested to see if the donor conversion rate would have been able to reach validity with a larger sample size.
The increase in donations observed during this experiment suggests that adding extra assurances and anticipating objections pertaining to how sensitive personal information is handled at the point of the transaction can have a positive effect on donation rates by reinforcing the security of the donation and conveying transparency in how the donor’s information will be used.