Focus on the Family

How asking for less money on a parenting premium offer donation page impacts donor conversion

Experiment ID: #146494

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: 04/25/2023 - 05/05/2023

Focus on the Family is a prominent global ministry that provides video content resources and insights for parents and families on topics such as faith, marriage, and parenting.

We previously tested a lower gift array ($30 instead of $50) with FamilyLife’s Cherish Your Spouse series which led to a valid increase in donor conversion of 37.6% and an increase in the average gift amount. You can find that test here.

In this experiment, we wanted to test whether the impact of the lower gift array would be consistent across all verticals of Focus on the Family’s acquisition offers by running the same test on their Recognizing Your Son’s Need for Respect donation page (a parenting offer) and on Winning your Inner Battles (a faith offer). The results of the Winning Your Inner Battles test can be found here.

Research Question

We believe that decreasing the the donation amount to get the premium for people who have just signed up for a video series course will achieve a higher donor conversion rate.


C: Control
T1: $30 Premium


 Treatment NameConv. RateRelative DifferenceConfidenceAverage Gift
C: Control 3.4%$0.00
T1: $30 Premium 6.7%96.9% 91.6%$0.00

This experiment has a required sample size of 297 in order to be valid. Since the experiment had a total sample size of 712, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

In our other experiments testing this lower gift array for the Cherish Your Spouse and Winning Your Inner Battles donation pages we saw validated increases in donor conversion, but during this experiment we weren’t able to get greater than 95% level of confidence for all traffic.

However, while this test did not validate any increase in donor conversion from the lower gift array, it did show in a directional lift of 68.8% with a 85% level of confidence. When looking at mobile traffic, the primary source for the offer, the LOC increased to 91%. While this result does not meet the statistical level of confidence of 95% or higher, it does show a trend towards more users converting on the treatment version of the gift array. This result is in line with the results of the testing on Focus’ other offers and reveals that, at least right now during high inflation, the lower gift array increases donor activation without harming revenue.

Experiment Documented by NextAfter

Question about experiment #146494

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