How adding additional value proposition to the benefits section of the recurring popup impacts conversion Experiment ID: #9648

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: 9/12/2018 - 10/16/2018

Focus on the Family had found great success with presenting a popup on their donation pages at the moment of a person’s transaction with an opportunity to turn their one-time gift into a recurring gift. This pop-up had resulted in a 64% increase in recurring gifts on their primary donation page. This has significant revenue opportunities for Focus on the Family. That said, we looked at the pop-up and hypothesized we might be able to increase motivation and conversion even more if we communicated the value proposition around the benefits. To do this, we extended the benefits section of the pop-up to communicate what the specific benefits would do for the end user.

Research Question

Will adding value proposition to the benefits section increase recurring donor conversion?

Design

C: Recurring Gift Popup
T1: Recurring Gift Popup Extended Benefits

Results

Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Recurring Gift Popup 0.52% $0.00
T1: Recurring Gift Popup Extended Benefits 0.27% -47.4% 100.0% $0.00

This experiment has a required sample size of 5,017 in order to be valid. Since the experiment had a total sample size of 50,842, 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
× 47.4% decrease in conversion rate
× 0% increase in average gift

Key Learnings

The extended benefits pop-up decreased recurring donor conversion by 47.4%. We believe that the decrease in recurring gift conversion from the pop-up happened because the additional copy actually added friction to the


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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.