How a radical redesign impacts donor conversion during year-end. Experiment ID: #8270

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: 1/19/2018 - 1/27/2018

For FamilyLife’s year-end campaign, they had a special matching gift they offered to people in an effort to motivate more people to give during this critical fundraising campaign. The donation page was focused on this matching gift and encouraged people to give before December 31 to take advantage of this incentive. We hypothesized that while people will be motivated by this incentive, they might be more motivated if we increased urgency and reminded them of what their gift will be used for. We developed a radical redesign of the donation page that led with a FamilyLife value proposition, increased urgency with a countdown clock and also included the match incentive.

Research Question

Will a radical redesign motivate more people to convert?

MECLABS Conversion Factors Targeted

C = 4m + 3v + 2( i - f) - 2a ©

Copyright 2015, MECLABS

Design

C: Control
T1: Radical Redesign

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: Control 14.5%
T1: Radical Redesign 16.0% 10.0% 72.6%

This experiment has a required sample size of 4,669 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 experiment didn’t validate, but we did see a directional lift in conversion of 10%. An incentive like a match is great, but we are able to motivate more people to convert if we can also remind them of what their gift is going towards and increase urgency visually. People don’t give to give, they give to have an impact and we must communicate what that impact is.


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Experiment Documented by...

Courtney Gaines

Courtney is an Optimization Associate at NextAfter. If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.