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The Gospel Coalition

How an instant donation page radical redesign impacted gifts from email traffic

Experiment ID: #80036

The Gospel Coalition

Experiment Summary

Timeframe: 12/14/2021 - 01/06/2022

Ahead of calendar year-end appeals, we sent a reader survey as a cultivation piece to engage the housefile audience. After they completed their survey, they were redirected to an instant donation page. We wanted to test a radical redesign of the donation page, optimizing various elements to see how potential donors would respond. We removed all navigation from the header/footer, removed the image from the donation page, and replaced the space above the form with value proposition. Throughout the donation page copy we highlight the relevance and urgency of the case for support, use messaging that incorporates Scripture and aligns with the donor’s beliefs, ask for a gift and then explain clearly what their gift will accomplish and give instructions on exactly how to make their gift if interested. We ran an A/B test to split traffic to each version of the page after the survey was submitted.

Research Question

We believe that a radically redesigned donation page with clearly outlined value proposition for survey responders from a housefile email will achieve an increase in donor conversion.

Design

C: Change Headline
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T1: Change headline + Add copy
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https://www.nextafter.com/wp-content/uploads/Change_headline__Add_copy-5-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Change_headline__Add_copy-5-24x50.png [admin-width] => 24 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/Change_headline__Add_copy-5.png [full-width] => 2466 [full-height] => 5056 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Change_headline__Add_copy-5-372x763.png [thumb_372-width] => 372 [thumb_372-height] => 763 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Change_headline__Add_copy-5-305x625.png [single_post_thumbnail-width] => 305 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Change_headline__Add_copy-5-16x32.png [thumb_32_32-width] => 16 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Change_headline__Add_copy-5-23x48.png [thumb_48_48-width] => 23 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Change_headline__Add_copy-5-31x64.png [thumb_64_64-width] => 31 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Change_headline__Add_copy-5-62x128.png [thumb_128_128-width] => 62 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Change_headline__Add_copy-5-33x67.png [thumb_122_67-width] => 33 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Change_headline__Add_copy-5-75x153.png [thumb_153_153-width] => 75 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Change_headline__Add_copy-5-80x163.png [thumb_130_163-width] => 80 [thumb_130_163-height] => 163 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Change_headline__Add_copy-5-86x177.png [thumb_232_177-width] => 86 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Change_headline__Add_copy-5-317x650.png [thumb_272_325-width] => 317 [thumb_272_325-height] => 650 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Change_headline__Add_copy-5-169x346.png [thumb_271_346-width] => 169 [thumb_271_346-height] => 346 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Change_headline__Add_copy-5-132x271.png [thumb_271_271-width] => 132 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Change_headline__Add_copy-5-84x172.png [thumb_272_172-width] => 84 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Change_headline__Add_copy-5-225x461.png [thumb_372_461-width] => 225 [thumb_372_461-height] => 461 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Change_headline__Add_copy-5-244x500.png [thumb_372_500-width] => 244 [thumb_372_500-height] => 500 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Change_headline__Add_copy-5-132x270.png [thumb_385_270-width] => 132 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Change_headline__Add_copy-5-118x241.png [thumb_416_241-width] => 118 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Change_headline__Add_copy-5-200x410.png [thumb_448_410-width] => 200 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Change_headline__Add_copy-5-400x820.png [thumb_448_410_retina-width] => 400 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Change_headline__Add_copy-5-186x382.png [thumb_574_382-width] => 186 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Change_headline__Add_copy-5-193x395.png [thumb_776_395-width] => 193 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Change_headline__Add_copy-5.png [gform-image-choice-sm-width] => 146 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Change_headline__Add_copy-5.png [gform-image-choice-md-width] => 195 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Change_headline__Add_copy-5.png [gform-image-choice-lg-width] => 293 [gform-image-choice-lg-height] => 600 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Change Headline 3.7% $0.00
T1: Change headline + Add copy 6.3% 68.8% 96.6% $0.00

This experiment has a required sample size of 556 in order to be valid. Since the experiment had a total sample size of 1,313, 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
× 68.8% increase in conversion rate
× 0% increase in average gift

Key Learnings

What we found when we analyzed donations and revenue from email traffic is that we saw a 68.8% lift in donations with 96.5% confidence and a 7.1% lift in average gift on the radically redesigned treatment page. This led to an overall 68% increase in revenue from the new donation page. We learned that potential donors responded well to the donation page copy that acknowledged their survey submission and led into a relevant ask based on their previous action and aligned with what we know about their beliefs and engagement with TGC content. We will continue to introduce value proposition for other donation pages across pathways and channels to improve conversion in the future.

Observations of the impact on other visitor segments in the experiment:

  • Mobile visitors had an 80.9% increase in donations with an 85% level of confidence.

Experiment Documented by Rebekah Josefy
Rebekah Josefy is an Optimization Director at NextAfter.

Question about experiment #80036

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