How adding value proposition to a homepage banner affects donation conversion rate Experiment ID: #8094

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: 12/6/2017 - 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

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

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.


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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.