How rolling out a recurring gift pop-out on all donation pages impacts donor conversion.
Experiment ID: #6147
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: 05/31/2018 - 07/03/2018
Focus on the Family recently launched an experiment on their primary donation page that gave people the opportunity to turn their one-time gift into a recurring gift right at the moment of the transaction. To do this, we created a pop-up that appeared right after a person clicked on the “Make a Donation” button and before the gift was processed that asked them if they would like to make their donation a recurring gift instead. The pop-up had value proposition on it for why they should become a recurring donor and lowered the gift amount to be 60% of what their original one-time gift was. A person would either click, “No, make my original gift” or “Yes, make my gift recurring”. The addition of the pop-up on the primary donation page increased recurring gifts by 64%. We hypothesized that we might be able to increase recurring donors from the other donation pages on the Focus on the Family website as well with this approach. We tested rolling this pop-up approach across their entire site.
Research Question
What kind of impact would rolling out the recurring pop-out have on donor conversion across the Focus on the Family website?
Design
C: No Popup
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | No Popup | 0.50% | $0.00 | ||
| T1: | Recurring Gift Popup (after submit) | 0.62% | 24.3% | 98.3% | $0.00 |
This experiment has a required sample size of 29,067 in order to be valid. Since the experiment had a total sample size of 86,181, 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
× 24.3% increase in conversion rate
× 0% increase in average gift
Key Learnings
When we rolled out the recurring gift option pop-up on all donation pages, we were able to increase recurring donor conversion by 24%. What we found was that 16% of all recurring gifts came specifically from the recurring gift pop-up. It is also important to point out that the pop-up didn’t significantly impact the likelihood of a person to give a gift. Pushing this approach to all donation pages will have significant impact on overall revenue for the organization.