How strengthening the value proposition to the first step in the funnel impacts member conversion Experiment ID: #14072

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

Ended On: 4/11/2019

In the Adventures in Odyssey Club membership process they ask people their age as the first part of their conversion funnel. The current copy on the Age Check page focuses on both the cost and potential monetary value the parent will receive. However, the monetary value emphasis changes the conversion from one that is focused on the benefits to the child to one that is more transactional.

It is our hypothesis that changing the copy on the Age Check page to reinforce the benefits to the child that come with membership, we can increase the number of parents taking the next step in the process.

Research Question

Will adding value proposition to the age requirement step help increase member conversion?

Design

C: Control
T1: Treatment #1

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: Control 0.42%
T1: Treatment #1 0.50% 18.2% 97.5%

This experiment has a required sample size of 59,621 in order to be valid. Since the experiment had a total sample size of 156,853, 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
× 18.2% increase in conversion rate
× 0% increase in average gift

Key Learnings

By adding value proposition to the headline and body copy on the age requirement page, we were able to increase memberships by 18.2%. This significant growth in members is a result of communicating to parents the value of becoming a member for their children early on in the funnel. 

On the control, we assumed people were already ready to become a member and then failed to communicate not only the benefit and value of a membership, but also that the age requirement page was the start of the process to become a member. 

When we strengthened our value proposition, reinforced it through the body copy, and brought clarity to the first step in the acquisition process, we increased motivation and reduced friction, resulting in more people converting overall. 


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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.