Using an Exit-Intent Popup to Increase Donor Conversion During a High-Urgency Campaign (May Match 2025)
Experiment ID: #198029
FamilyLife
Experiment Summary
Timeframe: 05/06/2025 - 06/03/2025
As part of the May Match 2025 campaign—an urgency-driven effort to acquire new monthly donors (FamilyLife Partners)—we wanted to test whether an exit intent popup on the donation page could reduce abandonment and increase conversions.
To do this, we decided to present an exit-intent popup, which would give users a lower-barrier monthly donation ask if they showed intent to leave the page, and instead encourage them to complete a smaller gift. The treatment experience included a popup triggered by mouse-exit behavior on desktop or time delay on mobile, offering a $10/month ask with emotionally resonant, impact-focused messaging. The control experience maintained the standard donation page with no popup intervention.
We intentionally excluded visitors who had previously interacted with an impact popup earlier in the session, to isolate the effect of this standalone exit-intent experience. The popup emphasized that even a small monthly gift could make a lasting difference—supporting 76 families with Christ-centered resources.
We wanted to focus this test on recapturing users who demonstrated exit behavior, hypothesizing that a timely, emotionally framed, and low-friction ask could nudge hesitant users to commit before abandoning the donation process.
Research Question
We believe that presenting a lower donation ask in an exit-intent pop-up will encourage more users to complete their gift, capturing donations that might have otherwise been abandoned during a high-urgency campaign.
Design
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 1.8% | ||
| T1: | Treatment - Exit Intent Popup | 2.7% | 44.2% | 99.4% |
This experiment has a required sample size of 2,556 in order to be valid. Since the experiment had a total sample size of 10,132, 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
Ă— 44.2% increase in conversion rate
Ă— 0% increase in average gift
Key Learnings
This test demonstrated that introducing an exit-intent popup with a lower-barrier ask on the donation page can meaningfully reduce abandonment and increase both one-time and recurring donor conversion—especially during high-urgency campaigns like May Match.
The treatment experience, which offered a $10/month giving option when users showed intent to leave, outperformed the control by 44.2% in overall donor conversion (2.7% vs. 1.8%), achieving statistical significance at 99.4% confidence.
Looking at giving types:
- Recurring gifts more than doubled, with a 102.1% increase in recurring donor conversion (0.7% vs. 0.3%, 98.3% confidence).
- One-time gifts also increased by 32.2% (2.1% vs. 1.6%, 94.2% confidence).
These results suggest that a well-timed, emotionally compelling, and low-friction offer can recapture hesitant donors right before they leave—and that framing the donation ask as small but impactful can activate both urgency and achievability.
The success of the recurring donor uplift is particularly important in the context of long-term donor value. This test validates the exit-intent popup as a powerful conversion tool and opens the door for future testing around:
- Tailoring the popup message for one-time vs. recurring emphasis
- Optimizing design and placement for mobile vs. desktop
- Testing variations in gift amounts and message tone (e.g., more urgent vs. more relational)
This was a high-impact win with broad implications for donation page optimization.