How validating shared beliefs impacts name conversion on a pledge Experiment ID: #12854

Billy Graham Evangelistic Association

Experiment Summary

Timeframe: 3/5/2019 - 3/24/2019

Billy Graham Evangelistic Association has a significant amount of traffic going to a page called, “I am Not Ashamed.” On this page, they ask Christians to sign the proclamation that they are not ashamed of the Gospel. They use Scripture to reinforce this statement, a message from the CEO and president, and a form for people to fill out to sign the pledge. In an effort to increase name conversion through this pledge, we hypothesized adding check boxes to the belief statement. Before signing the pledge, people would then have to physically check the boxes affirming that they believed in the proclamation. 

Research Question

Would name acquisition increase if people had to validate their beliefs?

Design

C: Control
T1: With Checkbox Statements

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: Control 16.8%
T1: With Checkbox Statements 18.7% 11.3% 100.0%

This experiment has a required sample size of 3,095 in order to be valid. Since the experiment had a total sample size of 20,085, 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
× 11.3% increase in conversion rate
× 0% increase in average gift

Key Learnings

By asking the reader to confirm their shared values—that they “believe the Bible is without error or fault in all its teaching, believe the Gospel brings salvation to everyone who believes, and believe as followers of Christ we much stand for the Gospel and not be ashamed of it”, we were able to increase name acquisition (proclamation signers) by 11.3%. Having a reader physically check the boxes of the beliefs that they hold validated and reinforced those beliefs causing them to be more highly motivated to sign the pledge. 


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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.