How making gift type the first decision point affects donor acquisition on premium offers
FamilyLife
FamilyLife® has been committed to helping individuals find biblical help for their marriage and family relationships. Through the Weekend to Remember® marriage getaways, FamilyLife Today® radio broadcasts, The Art of Marriage® video event, and the many other resources and content, God has used FamilyLife to restore hope for millions of couples and transform their lives.
Experiment Summary
Timeframe: 04/12/2021 - 05/09/2021
FamilyLife found great success using tabbed donation forms on their main donation page. But before rolling this experience out to all of their donation pages, we wanted to ensure that this user experience did not not harm donor acquisition on acquisition offers. So we tested this on one of their most high performing premium offers, A Quiet Place. This was a 50/50 AB split test using an Optimize redirect. So half of the traffic saw the original format and the other half of traffic saw the tabbed form.
Research Question
Clarifying gift type at the beginning of the form will not harm donor acquisition.
Design
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $0.66 | $16.09 | ||
| T1: | Tabbed Donation Form | $0.58 | -11.8% | 24.3% | $15.32 |
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
As we were hoping, the tabbed form did not harm new donor conversion in any significant way. Neither revenue nor donations saw a valid decrease in this test. The next step is to roll this page out to their microsite.