How adding value proposition to a homepage banner affects donation conversion rate
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: 12/06/2017 - 12/13/2017
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 focused more on the value a gift provided would increase donations more than a match-focused banner.
Research Question
Does a value prop-focused banner increase donations more than a match-focused banner?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Double Your Gift Match Banner | 1.1% | ||
| T1: | Value Prop Banner | 0.89% | -21.5% | 80.3% |
This experiment has a required sample size of 12,972 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, but the treatment banner produced a 21% decrease in donations. Because there were multiple factors tested in the banner, it’s hard to say exactly which one produced a decrease, but the removal of matching gift language and a less urgent color on the banner likely contributed to the decrease, because the matching gift language proved to be a motivating factor for FL donors in other testing.