How adding value proposition to a headline on a homepage banner affects donation conversion rate Experiment ID: #8250

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: 12/21/2017 - 12/27/2017

FamilyLife had a high-urgency banner focused on their 2 million dollar matching gift for their year-end campaign. They wanted to test whether a banner that led with value prop headline first instead of match language would increase donations more than a match-focused headline on banner.

Research Question

Does a value prop-focused headline on a banner increase donations more than a match-focused headline on a banner?

MECLABS Conversion Factors Targeted

C = 4m + 3v + 2( i - f) - 2a ©

Copyright 2015, MECLABS

Design

C: Double Your Gift Match Banner
T1: Value Prop Banner

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: Double Your Gift Match Banner 4.6%
T1: Value Prop Banner 4.6% -0.5% 3.4%

This experiment has a required sample size of 6,173,718 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 test did not validate, likely because there was not enough difference in the variables tested against the control version to statistically affect conversion rate. The timing of the test was also during the end of their year-end campaign, when many people were already highly motivated to give once they got to the website.


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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.