How focusing on one primary message on an instant donation page impacts donor conversion. Experiment ID: #8971


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: 4/18/2018 - 5/12/2018

FamilyLife offers a free online course called, I Still Do. After a person signs up for the online course, they are presented with an instant donation ask. After reading the copy on the instant donation page, we felt that there were two competing messages; one – about the details of the online course, and two – asking people to make a donation. We hypothesized that we might be able to increase donor conversion if we focused the value proposition solely on the primary goal of the page – the donation ask. To do this, we stripped out all of the details regarding the course and started our messaging around the donation. To reinforce the value proposition of the ask, we also told people the number of people they could reach with a specific, suggested, dollar amount right before the call-to-action.

Research Question

Would focusing the value proposition on one primary message increase conversion?


C: Course details and donation ask
T1: One primary message


Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Course details and donation ask 1.2% $0.00
T1: One primary message 3.2% 165.8% 98.8% $0.00

This experiment has a required sample size of 419 in order to be valid. Since the experiment had a total sample size of 1,355, 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
× 165.8% increase in conversion rate
× 0% increase in average gift

Key Learnings

The treatment donation page increased donor conversion significantly by 165.8%! We were able to significantly increase donor motivation by strengthening the value proposition. This was done by simply focusing the content of the page on ONE primary message – the donation ask.

It is important to understand what the purpose of your page is for. In this case, we were trying to communicate too many messages to the end user which resulted in a low conversion rate for the control. When we were able to re-focus the page around what we want people to do, our messaging was much stronger and our case for support became much more clear.

Experiment Documented by...

Courtney Gaines

Courtney is a Vice President 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.