How adding visual reinforcement of a match on a donation page impacts donor conversion Experiment ID: #16146

FamilyLife

FamilyLife® has been committed to helping individuals find biblical help for their marriage and family relationships. Through the Weekend to Remember® marriage getaways, FamilyLife Today® radio broadcasts, The Art of Marriage® video event, and the many other resources and content, God has used FamilyLife to restore hope for millions of couples and transform their lives.

Experiment Summary

Timeframe: 5/17/2019 - 5/31/2019

FamilyLife runs a campaign every May in an effort to acquire more monthly donors. During this campaign they offer a match as an incentive to people to become a Legacy Partner – recurring donor. The match is mentioned in all channels promoting the campaign. It is also mentioned on the donation page itself multiple times. We knew that the match was a strong incentive for people and we hypothesized that we might be able to increase donor conversion if we visually reinforced it somehow on the page. To do this, we developed a fixed sticky bar that emphasized “your” gift would be matched dollar for dollar. As a person scrolled down the page, the match would move with you. 

Research Question

Would adding the visual reinforcement of the sticky bar to the top of the donation page impact donor conversion?

Design

C: Control
T1: Sticky Bar

Results

Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 5.7% $0.00
T1: Sticky Bar 8.2% 44.2% 96.4% $0.00

This experiment has a required sample size of 778 in order to be valid. Since the experiment had a total sample size of 1,804, 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
× 44.2% increase in conversion rate
× 0% increase in average gift

Key Learnings

The fixed sticky bar helped to increase donor conversion by 44! The match is a strong incentive to convert people and the visual reinforcement of it is a powerful tool to provide extra motivation through the donation process. In addition to the increase in donor conversion we also saw a significant lift in average gift. Not only did this visual reinforcement get more people to say “YES!”, but it motivated more people to give more generously as well. 


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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.