How communicating the specific kind of impact a person’s gift can have affects donor conversion. Experiment ID: #9316

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: 5/23/2018 - 8/2/2018

On FamilyLife’s I Still Do instant donation page, they had found that mentioning a suggested gift amount and telling people what the gift amount could do increased donor conversion significantly. The suggested giving amount communicated how many people they could reach with a $50 donation. This figure was created based off of how many people we could reach through paid Facebook ads. While this approach proved to resonate with new course takers, we hypothesized that a smaller, more impactful figure might increase motivation even more. We developed a treatment that instead of communicating how many people $50 could reach, it communicated how many more couples $50 would allow to sign-up for the online course. This figure again was developed based on how much it cost to get people signed up for the course through paid Facebook ads.

Research Question

Would using a smaller impact number increase conversion?

Design

C: Reach 7,000 more people
T1: Allow 36 More Couples

Results

Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Reach 7,000 more people 1.2% $0.00
T1: Allow 36 More Couples 2.4% 98.4% 96.0% $0.00

This experiment has a required sample size of 952 in order to be valid. Since the experiment had a total sample size of 2,109, 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
× 98.4% increase in conversion rate
× 0% increase in average gift

Key Learnings

By telling people their specific gift of $50 would allow 36 more couple to sign up for the online course significantly impacted conversion by 98%! The smaller amount (36 couples vs 7,000 people) communicated a greater impact. This greater impact resonated with new course takers and increased their motivation to give. Allowing more couples to take the course is something that has a stronger personal connection to the end user and is easier to consume and believe.


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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.