The impact of slowing down the email acquisition process Experiment ID: #9468

Alliance Defending Freedom

Alliance Defending Freedom is an alliance-building legal organization that advocates for the right of people to freely live out their faith.

Experiment Summary

Timeframe: 9/6/2018 - 10/5/2018

Alliance Defending Freedom had been running a statement of belief email acquisition offer on their blog for several months running. After a visitor signed their name, they are redirected to a thank you page with the opportunity to make an instant donation. We had seen some success at converting these new subscribers but wanted to test new tactics to further increase this conversion.

We decided to test adding checkboxes to the statement of belief as a way to make subscribers put more thought into their subscription process. Our hypothesis was that by slowing down the email acquisition process, the new subscribers would be better aligned with the organization on the next screen which would increase subsequent donor conversion.

Research Question

Will adding checkboxes next to the statement of belief increase the new subscribers’ likelihood to make a subsequent gift?


C: Fight
T1: Fight - Checkboxes


Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Fight 0.10% $0.00
T1: Fight - Checkboxes 0.16% 58.4% 96.9% $0.00

This experiment has a required sample size of 29,469 in order to be valid. Since the experiment had a total sample size of 71,190, 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
× 58.4% increase in conversion rate
× 0% increase in average gift

Key Learnings

By slowing down the email acquisition process and making new subscribers think more about the statements they were adding their name to, we were able to increase the subsequent donor conversion by 58%. It is important to note that this experiment is not simply about adding checkboxes to a statement of belief, it is about slowing the conversion process down as a means to get the subscriber better aligned to the organization’s mission.

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Experiment Documented by...

Kevin Peters

Kevin is the Chief Technology Officer 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.