How bringing clarity to a call-to-action impacts donor conversion
Focus on the Family
Focus on the Family is a global Christian ministry dedicated to helping families thrive. We provide help and resources for couples to build healthy marriages that reflect God's design, and for parents to raise their children according to morals and values grounded in biblical principles.
Experiment Summary
Timeframe: 09/07/2018 - 10/23/2018
On Focus on the Family’s broadcast pages, they offer a daily resource for each broadcast. The button below the resource said, “Give Now”. In a previous experiment we tested that button copy against copy that communicated what people would get when they would click the button. We used button copy that read: “Get the DVD Here”. We were able to significantly increase traffic to the donation page with this tactic, but we actually decreased donor conversion. We hypothesized that with this approach people were expecting to just get their resource by clicking the resource button on that broadcast page and abandoned the donation page once they realized that in order to get the resource they had to make a gift to Focus. To build upon these learnings, we proposed bringing clarity to the buttons rather than the donation page so that we set the expectation prior to them getting to the donation page. To do this we ran a three way test: “Give Now” was the control, “Get Your Resource For a Gift of Any Amount Here” was the first treatment and “For a Gift of Any Amount, Get your Resource Here” was the second treatment.
Research Question
Can we increase donor conversion by bringing clarity to the CTA?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Give Now | 0.76% | ||
| T1: | Get Your Resource for a Gift of Any Amount Here | 0.90% | 18.4% | 98.9% |
| T2: | For a Gift of Any Amount, Get Your Resource Here | 0.85% | 11.5% | 89.5% |
This experiment has a required sample size of 48,663 in order to be valid. Since the experiment had a total sample size of 163,961, 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
× 18.4% increase in conversion rate
× 0% increase in average gift
Key Learnings
Both treatment versions increased donor conversion! But the first treatment, “Get Your Resource for a Gift of Any Amount Here” increased donor conversion the greatest with 98.9% validity by 18%! When we communicated not only what a person would receive, but also how they would receive it early on in the conversion process, we were able to decrease friction and bring clarity to the conversion process.