How presenting an offer to people based on what they consume impacts conversion on parenting articles Experiment ID: #18166

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: 4/10/2019 - 5/10/2019

Focus on the Family has done significant testing within the articles on their website. From testing the kind of offer to the placement of the offers, they have optimized and continue to optimize the conversion opportunities on the articles pages for the significant volume of traffic. Most recently they learned that presenting people a premium/book at the end of the articles, that readers could receive by giving a gift of any amount, had the most significant impact on donor conversion. To continue to test into this learning, they hypothesized that presenting people with a targeted offer based on their engagement on the Focus on the Family website might increase donor conversion. Focus identified the top premium offers based on what is most requested and the kind of content that people read and consume from their site and offered premiums that closely aligned with those topics. This approach was tested against offering people one single premium offer. We ran this experiment and found that a significant portion of the traffic on the article pages were either first time visitors to the Focus website, or this was the first article they consumed from Focus. This audience was not receiving targeted content offers based on cookies. Because of this, 68% of the donations from the treatment results had been receiving the single content offer/premium. 

After discovering this we wanted to re-test this approach with targeted content offers based on the current article they are reading. This small nuance to the experiment is critical in knowing whether a targeted content offer based on the kind of content people consume helps increases donor conversion. 

Research Question

Will offering people targeted premium offers increase donor conversion on parenting articles?

Design

C: Parenting Single Offer
T1: Parenting Targeted Offers

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: Parenting Single Offer 0.03%
T1: Parenting Targeted Offers 0.05% 51.3% 95.4%

This experiment has a required sample size of 115,562 in order to be valid. Since the experiment had a total sample size of 239,091, 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
× 51.3% increase in conversion rate
× 0% increase in average gift

Key Learnings

There was one particular offer that performed well for the targeted offers. We’d like to test into that offer now in the next phase of testing. 


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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.