How match language on a popup affects donor conversion rate Experiment ID: #8263
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.
Timeframe: 12/14/2017 - 12/19/2017
FamilyLife was running their year-end campaign and wanted to test match language on their website pop-up versus no match language.
Does match language on a popup increase donor conversion rate?
MECLABS Conversion Factors Targeted
C = 4m + 3v + 2( i - f) - 2a ©
Copyright 2015, MECLABS
|Treatment Name||Conv. Rate||Relative Difference||Confidence|
|C:||No Match Language||0.22%|
|T1:||With Match Language||0.26%||19.3%||80.4%|
This experiment has a required sample size of 103,294 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.
The experiment did not validate, but saw a trend towards a 19% increase in gifts with match language on the popup. People were more likely to give when they know that their gift will be matched and make a greater impact.