Focus on the Family

How addressing a person’s fear to become a recurring donor impacts conversion.

Experiment ID: #9323

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: 04/23/2018 - 05/09/2018

On Focus on the Family’s recurring gift donation page, we hypothesized that people may have a fear of commitment when it came to becoming a recurring donor. To address this potential concern, we added copy to the page that clearly communicated to people that they could cancel their recurring gift at any time.

Research Question

Would addressing a person’s potential fear of not being able to cancel their recurring gift increase conversion?

Design

C: Without Copy
T1: With Copy

Results

 Treatment NameConv. RateRelative DifferenceConfidence
C: Without Copy 0.76%
T1: With Copy 0.78%2.2% 5.6%

This experiment has a required sample size of 2,152,054 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.

Key Learnings

We had hypothesized that addressing a person’s fear in becoming a recurring donor could dramatically impact donor conversion. What we found was that addressing this element of fear had no impact on conversion. This tells us that there is a different element of friction causing the low conversion rates. We propose potentially discovering this through an exit-intent survey asking users why they didn’t become a recurring donor.


Experiment Documented by Courtney Gaines
Courtney Gaines is Vice President at NextAfter.

Question about experiment #9323

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