How the way an offer is presented impacts name and donor conversion
Experiment ID: #11993
Focus on the Family
Experiment Summary
Timeframe: 05/15/2019 - 06/05/2019
Focus on the Family has developed video series to use as new name and donor acquisition offers. These offers are promoted through paid Facebook ads that lead people to an acquisition page and an instant donation ask. They have called these offers “video series”. These 4-6 session video series also include key discussion points for each session/lesson and Scripture memory verses to help reinforce the content that people consume and learn.
NextAfter has developed similar offers like these for other organizations, but call them, “online courses”.
In an effort to optimize these offers for Focus on the Family, and learn what is most appealing and motivating to prospective names and donors, we proposed testing the kind of language used to promote and describe them. The control group used “video series” through out the acquisition funnel and the treatment group used “online course” in all of the copy.
Research Question
What kind of language is more appealing to people for the content offer?
Design
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | From Anger to Affection - Video Series | 0.07% | ||
| T1: | From Anger to Affection - Online Course | 0.05% | -25.3% | 98.8% |
This experiment has a required sample size of 142,742 in order to be valid. Since the experiment had a total sample size of 462,759, 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
× 25.3% decrease in conversion rate
× 0% increase in average gift
Key Learnings
While we hypothesized that the "online course" would increase donor conversion because an online course has a higher perceived value than a video series, we found that the "online course" language actually decreased donor conversion by 25%. In addition to this, we also saw a 5% decrease in names acquired with the "online course" language. The "online course" version didn't perform as well as the "video series" one because people may have actually been too intimidated by the thought of taking an online course. Calling something a "video series" probably has a higher appeal and feels more accessible to more people than an online course does. This resulted in less people signing up for the online course and even less people converting as donors. The video series acquisition offers have been a huge success and driver of new names and donors for Focus on the Family. The learnings of this experiment are incredibly valuable for the video series they already have developed and the asserted effort and resources they are putting in to making more video series to use for acquisition in the next year. This approach is also something we'd like to test with other organizations who are offering "online courses" to see if the results would be consistent.