Focus on the Family

How presenting the gift frequency as a tabbed form impacts donor conversion

Experiment ID: #55555

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: 03/25/2021 - 04/25/2021

As Focus on the Family continued on their quest to optimize the way the gift frequency section was presented, they wanted to test into a tabbed form. This tabbed form would show the gift frequency options as their own form and presented as the first option a donor had to select on the giving form. This changed the order of the donation pathway. Since we recently tested into having the gift frequency as a checkbox, this variation was the control. We also developed two different treatment variations – one that included just the tabbed form and another that included the tabbed form AND the steps to make a donation.

Research Question

What is the impact a tabbed giving form will have on conversion?


C: Control (Recurring Checkbox)
T1: Tabbed Donation Form + No Steps
T2: Tabbed Donation Form + Steps


  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control (Recurring Checkbox) 20.8% $0.00
T1: Tabbed Donation Form + No Steps 21.3% 2.3% 24.0% $0.00
T2: Tabbed Donation Form + Steps 24.0% 15.4% 95.8% $0.00

This experiment has a required sample size of 1,925 in order to be valid. Since the experiment had a total sample size of 4,149, 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
× 15.4% increase in conversion rate
× 0% increase in average gift

Key Learnings

The tabbed form with the steps increased donor conversion by 15%. Interestingly, the tabbed form without the steps didn’t have a positive or negative impact on conversion. Because the steps were included in the control, this tells us that the tabbed form by itself isn’t the element that causes the increase in conversion, but when you pair the tabbed form WITH the steps it does. People still need the clarity provided in the steps in order to make their gift. The tabbed form pushes the gift frequency/type to the top of the donation pathway. This reduces friction in the giving process as a person has momentum in moving down the form.

Experiment Documented by Courtney Gaines
Courtney Gaines is Vice President at NextAfter.

Question about experiment #55555

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