How increasing clarity that a content offer is free affects donor conversion
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: 04/16/2021 - 05/20/2021
Focus on the Family had been receiving complaints that people didn’t know the video series was free and they believed they needed to make a donation to get the series. We tested one iteration of a donation page that increased the use of the word free in conjunction with the video series. That test decreased donations by 20%.
For the second iteration, we focused more on clarity and addressing the reader specifically, rather than increasing the reference to the series being free. You can see the enhanced test language below. This was a 50/50 A/B test that ran for four weeks.
Research Question
We believe that making it clear a content offer is free, while tying that to value proposition, will not decrease giving.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 6.8% | $0.00 | ||
| T1: | No donation necessary | 7.8% | 14.3% | 36.9% | $0.00 |
This experiment has a required sample size of 5,493 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
This iteration of the test didn’t decrease donations by any level of confidence while it increased clarity that the reader did not have to donate to receive the video series. We will be rolling this language out to their other instant donation pages.