How increased font size on a donation page impacts donations
First Baptist Dallas
Experiment Summary
Timeframe: 01/10/2023 - 02/04/2023
Pathway to Victory is the broadcast ministry of First Baptist Church Dallas. Through radio, tv, digital efforts, and resources Pathway to Victory shares the truth of God’s word with people worldwide.
As the PTV audience age averages 65+ we wanted to run a test on increasing the font size on the donation page for their January 2023 offer.
Research Question
We believe that by increasing the font size for web visitors will achieve higher conversions because the PTV audience averages an older audience and they would be able to better read the copy.
Design
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $71.27 | $50.04 | ||
| T1: | Font Size Increase | $81.24 | 14.0% | 99.9% | $49.83 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was met so these 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
× 14.5% increase in conversion rate
× 0.4% decrease in average gift
14.0% increase in revenue
Key Learnings
Overall we saw a decrease in conversion by 18% with a 76% confidence level. In revenue, we saw a 14% increase with a 99% confidence level.
PTV is looking to launch a new website soon and based on these results they are considering an increase in font size to better accommodate their audience.
A key point, on some personal devices an individual can set their own font sizes and thereby skew results.