Focus on the Family

Will changing the headline on the donation page increase donations

Experiment ID: #192661

Focus on the Family

Experiment Summary

Timeframe: 11/04/2024 - 11/20/2024

Following suit in our first couple of experiments for CYE, we wanted to see if we changing out ‘give hope’ to ‘deliver hope’ would have the same effect as it did on the wiki header and the sohl monthly donation page.

Research Question

We believe that changing ‘give hope’ to ‘deliver hope’ for the family monthly donation page will achieve a higher donor conversion rate because we’ve seen the fotf audience respond better to deliver hope vs give hope.

Design

C: Control
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T1: Variation 1
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Results

 Treatment NameConv. RateRelative DifferenceConfidenceAverage Gift
C: Control 1.3%$142.13
T1: Variation 1 3.6%176.8% 79.2%$29.73

This experiment has a required sample size of 342 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

The key learning from this experiment is that changing ‘give hope’ to ‘deliver hope’ on the family monthly donation page resulted in a significant increase in donor conversion rate. The treatment group saw a 176.8% increase in Transactions – One-Time for All Traffic compared to the control group. However, since the statistical level of confidence was below 95%, these results cannot be considered valid for future decision making.

In future experimentation, it would be beneficial to continue testing the language used in donation appeals to see if ‘deliver hope’ consistently outperforms ‘give hope’ with a higher level of statistical confidence. It may also be valuable to explore other variations of messaging to further optimize donor conversion rates. Additionally, it is important to ensure that experiments run for a longer duration to gather more data and achieve a higher level of confidence in the results.


Experiment Documented by NextAfter

Question about experiment #192661

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.