How an animation on the monthly giving option impacts conversions
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: 03/24/2023 - 04/13/2023
Focus on the Family (FOTF) is a global ministry that receives tons of traffic through its acquisition video series. We wanted to see if we could increase the number of monthly sustainers that come from a video series by placing an animated heart on the monthly tab button on the donation form.
Research Question
We believe that adding an animated heart on the monthly donation tab for people who land on a video series acquisition donation page will achieve a higher number of monthly sustainers because the heart will draw the prospective donors attention to the monthly tab.
Design
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $1.77 | $36.99 | ||
| T1: | Animated Heart | $1.90 | 7.2% | 76.6% | $38.46 |
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
The key learning from this experiment is that adding an animated heart on the monthly donation tab on a video series acquisition page resulted in a 7.2% increase in revenue for all traffic. However, the statistical level of confidence was only 76.6% which means the results cannot be considered valid and should not be used for future decision-making.
Further testing will need to be done to see how we can increase the number of monthly sustainers from an acquisition offer.