How adding value proposition to a donation page affects donor conversion Experiment ID: #7813


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: 10/12/2017 - 11/6/2017

FamilyLife was running a test on their main donation page that tested the value proposition in the body copy of the page.

Research Question

Does adding value proposition on a donation page increase donor conversion?


C: Control
T1: Value Prop


Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 15.5% $220.80
T1: Value Prop 15.2% -2.2% 14.6% $137.43

This experiment has a required sample size of 83,191 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

There was not a significant or valid lift in conversion from the updated value proposition, so this test will need to be run again when there is a lot of traffic continuously to the page to validate the learning.

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Experiment Documented by...

Allison Jones

Allison 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.