The impact of Fiscal Year End Language on the donation page for the fiscal year-end campaign
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: 08/11/2022 - 08/27/2022
FamilyLife is a Christian ministry serving families worldwide. For their august Fiscal Year-End campaign, they were using a premium offer, Find Your People and a donor goal. They wanted to see if adding value proposition on the donation page surrounding Fiscal Year-End and the importance of ending the year “strong” would increase donor conversion on the donation page. No other elements included this language, just the main donation page. The control page would discuss the donor goal and the premium, the treatment would include language about the fiscal year ending and why that matters to the work FamilyLife does to strengthen families worldwide.
We split traffic 50/50 and ran it for just over two weeks.
Research Question
We believe that adding fiscal year end language will increase donor conversion on the main donation page during the Fiscal Year-End campaign.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 12.2% | $0.00 | ||
| T1: | With FYE language | 12.2% | -0.1% | 0.3% | $0.00 |
This experiment has a required sample size of 211,246,582 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
After 257 donations, there wasn’t a clear improvement on donor conversion or revenue from the treatment. We did see an 80% Level Of Confidence for an improvement on revenue, but when digging into the segments, there were conflicting results between leading sources of traffic to their site and large gifts may have skewed these results. Due to the importance of ending the campaign strong and the desire to launch another test in the last days of the campaign (a sitewide popup that would prompt visitors to complete their donation) we ended this test.
We will see if we can test this approach again next year, but add the Fiscal Year End language to the emails as well as to the donation page to see if this holistic approach increases conversion by keeping that language consistent from email to page.