How match language on a popup affects donor conversion rate Experiment ID: #8263

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?

MECLABS Conversion Factors Targeted

C = 4m + 3v + 2( i - f) - 2a ©

Copyright 2015, MECLABS

Design

C: No Match Language

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.


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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.