How using exclusivity with an acquisition offer impacts conversion Experiment ID: #8838

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: 2/1/2018 - 4/11/2018

The FamilyLife Today website gets significant traffic from FamilyLife’s radio programs. On that website they offer people the opportunity to sign up for the FamilyLife newsletter. We hypothesized that by increasing the exclusivity of the offer we might be able to increase conversion of this offer. To do this, we developed a treatment that invited people to “Become a FamilyLife Insider” and had value proposition to support this.

Research Question

Would increasing exclusivity increase name acquisition on FamilyLife Today?

Design

C: Subscribe
T1: FamilyLife Insider

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: Subscribe 2.0%
T1: FamilyLife Insider 2.2% 9.7% 98.3%

This experiment has a required sample size of 42,516 in order to be valid. Since the experiment had a total sample size of 125,611, and the level of confidence is above 95% the experiment results are valid.

Flux Metrics Affected

The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:

    0% increase in traffic
× 9.7% increase in conversion rate
× 0% increase in average gift

Key Learnings

The treatment increased name acquisition by 9.7%. By telling people they could become “an insider” in signing up for this offer, it increased the appeal of the offer and motivation of people on the site. Exclusivity is a strong motivating factor to convert traffic into names and potentially donors.


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Experiment Documented by...

Courtney Gaines

Courtney is the Senior Director of Optimization 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.