How the gift frequency section is presented impacts 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: 02/17/2021 - 03/15/2021
Since transitioning to a new donation platform, over the past few months Focus on the Family has been testing into the best approach to present the gift frequency section. After two failed attempts, we tried a different approach and simply removed the second step in the gift process and presented the option to make a person’s gift recurring as a checkbox under the gift array.
Research Question
How will adding a checkbox under the gift array impact donor conversion?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 1.2% | $0.00 | ||
| T1: | Monthly Only Checkbox | 2.0% | 69.8% | 98.3% | $0.00 |
This experiment has a required sample size of 1,751 in order to be valid. Since the experiment had a total sample size of 5,159, 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
× 69.8% increase in conversion rate
× 0% increase in average gift
Key Learnings
The goal with this experiment was to not have a negative impact on overall donor conversion, while creating clarity with how to make a gift recurring. The good news is that there was NO impact on overall donor conversion. The difference in conversion was 3% at a 11% LoC. The great is that not only did we gain clarity in how to present the recurring gift option, but we increased recurring donor conversion by 70%! This significant lift in recurring gifts is annualized at over six figures in revenue!
- The checkbox is simple. It makes sense to people. There is no question about what to do or how to make a gift or make it recurring. This increased clarity led to more people opting in to recurring giving and creating an easier and better giving experience for all donors.