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Focus on the Family

How emphasizing the impact of a content offer on a landing page impacts downstream donor conversion

Experiment ID: #156035

Focus on the Family

Experiment Summary

Timeframe: 06/13/2023 - 06/30/2023

Focus on the Family uses dozens of different free video series offers to acquire new subscribers and donors. For most of these offers, their landing pages feature bullet points outlining the content of each episode in the series. In reviewing this standard design, we wanted to see if we could increase the appeal of the videos by using these bullet points to instead clarify what subscribers would be able to do as a result of these videos. This was inspired by Amy Harrison’s copywriting keynote at the 2022 NIO Summit.

We created a treatment version of their Winning Your Inner Battles video series landing page where the bullet points stated what subscribers would now be able to do, because of these short videos. We split traffic 50/50 and ran the experiment for 2 weeks. We believe that this new language would increase the perceived value of the videos, leading to more signups on the page and a higher downstream donor conversion on the subsequent donation page.

Research Question

We believe that emphasizing the impact the videos will have on subscribers will increase downstream donor conversion by increasing the perceived value of the videos.

Design

C: Control
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T1: Treatment - Cherish Value/Impact Language
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https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-5-376x382.png [thumb_574_382-width] => 376 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-5-389x395.png [thumb_776_395-width] => 389 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-5.png [gform-image-choice-sm-width] => 295 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-5.png [gform-image-choice-md-width] => 394 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Cherish_ValueImpact_Language-5.png [gform-image-choice-lg-width] => 591 [gform-image-choice-lg-height] => 600 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 1.3% $35.69
T1: Treatment - Cherish Value/Impact Language 2.4% 87.6% 100.0% $33.55

This experiment has a required sample size of 1,121 in order to be valid. Since the experiment had a total sample size of 8,105, 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
× 87.6% increase in conversion rate
× 6.0% decrease in average gift
76.4% increase in revenue

Key Learnings

We found that the new language actually decreased signups on the page, however it significantly increased downstream donor conversion. Since we are optimizing this acquisition funnel for donations acquired, this was a clear win for the treatment. We believe that we had fewer subscribers on the treatment because in clarifying what the videos would do, we inevitably excluded some visitors from the page who weren't actually interested in the impact we were promising. This narrowed the field of possible subscribers. But, it also increased the perceived value of the videos to this newly narrowed audience, which led to a much higher donor conversion on the subsequent donation page. Someone coming to the page wanting these results, wanting to experience daily joy in their walk with God, gave more readily when asked because they believed these videos were going to enable them to do that.

These results also remind us that some tactics will increase one conversion metric but decrease another. That is why it is important to consider the full impact of an experiment on each conversion in the funnel.

Experiment Documented by NextAfter

Question about experiment #156035

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