How match language on a popup affects donor 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: 12/14/2017 - 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.
Research Question
Does match language on a popup increase donor conversion rate?
Design
Results
| 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.
Key Learnings
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.