-43.3% drop How the minimum gift amount asked on a recurring pop-up impacts overall revenue

Date Added: October 31, 2019 Research Partner: Focus on the Family Element tested: Donation Page Form

Focus on the Family had seen significant success acquiring new recurring donors through the popup recurring gift ask. The popup was a window that would appear, prior to a gift being processed, that asked the donor to convert their one-time gift into a recurring gift. We had done several iterations of experiments on the value proposition used on the prompt but seen limited success in increasing the conversion rate. With this in mind, we decided to instead see if we could increase the average recurring gift amount by increasing the minimum donation ask. We were trying to determine the price elasticity of the minimum gift ask. In this situation, we would potentially lower the donor conversion rate but lift overall revenue by significantly increasing average gift.

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10.7% lift How bringing clarity to a donation form impacts donor conversion

Date Added: October 28, 2019 Research Partner: Focus on the Family Element tested: Donation Page Form

On the primary donation page for Focus on the Family, we hypothesized that we could bring clarity to the giving process on the actual donation form. To test into this we developed a treatment that broke the giving process into steps and conversationally communicated to the prospective donor what it is that they were supposed to do at each step. 



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51.3% lift How presenting an offer to people based on what they consume impacts conversion on parenting articles

Date Added: September 22, 2019 Research Partner: Focus on the Family Element tested: Advertising

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. 



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Not Valid How clarifying the steps of a donation form impacted donor conversion

Date Added: September 22, 2019 Research Partner: Focus on the Family Element tested: Donation Page Form

The monthly recurring donor page for Focus on the Family had held a relatively low conversion rate when compared to other donation pages. After running more than five experiments, we had not been able to statistically improve overall results. After testing several value propositions, advertising to the page, and even adding additional functionality (live chat), we decided to shift focus to the form itself. Based upon learnings we had seen with similar organizations, we decided to try modifying the form headers to add clarity on the purpose of each section. We also numbered the headlines to help move the user down the page.

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-51.1% drop How the suggested gift amount impacts donor conversion and revenue

Date Added: September 22, 2019 Research Partner: Focus on the Family Element tested: Donation Page Form

Focus on the Family has developed a bunch of video series that they use as acquisition offers using paid media to promote them. Once a person signs up for the offer, they are taken to an instant donation page. On this page, we offer them a premium to get if they make a gift of $50 or more. We hypothesized that we might be able to increase donor conversion if we lowered the suggested gift amount to $35. We wanted to see if we could increase donor conversion while still keeping the revenue at the same amount or more by increasing the number of donors. We tested the $50 suggested gift against a $35 suggested gift, change the number of people that they would reach with their gift amount, but didn't change any other copy on the page.

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Not Valid How the experience on a donation confirmation page impacts subsequent gifts and overall revenue

Date Added: August 16, 2019 Research Partner: Focus on the Family Element tested: Donation Page Headline, Donation Page Copy

A lot of focus gets put on the optimization and improvement of the actual donation process and little attention is put on the experience after a person makes a gift. We hypothesized that improving this experience and making the donor feel valued, celebrated, and affirmed in their decision to make a gift to Focus on the Family we might be able to impact and improve subsequent giving and overall revenue from the donor in the future. To do this, we developed a treatment experience on the donation confirmation page that thanked the donor by name, celebrated the donor in the copy we used, reinforced the value proposition of their gift by sharing two testimonials, and even had confetti explode on the page as soon as the donor landed on the page. We tested this approach for over six months to really assess the impact that we might be able to have on giving over a longer period of time. Half of the audience during those six months experienced the control confirmation page and the other half experienced the "Super, Happy, Thankful" treatment experience.

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24.7% lift How adding value proposition copy on a homepage can impact member conversion

Date Added: July 12, 2019 Research Partner: Focus on the Family Element tested: Name Acquisition Copy

On the homepage of the Adventures in Odyssey website, people have the opportunity to become a member (sign up for the Adventures in Odyssey club). When we looked at the page, we hypothesized that there wasn't clarity in what people were signing up for, or a clear call-to-action. The homepage communicated what the benefits/incentives of being a member were, but it didn't tell a visitor coming to the website why a person should become a member. We developed a treatment that added value proposition to the homepage prior to explaining the benefits of the membership. We also added a call-to-action at the bottom of the benefits section in an effort to increase member sign-ups from the homepage. 



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47.0% lift How using Facebook’s native purchase event impact donor conversion

Date Added: May 14, 2019 Research Partner: Focus on the Family Element tested: Advertising

Focus on the Family offers people a free video series on the topic of conflict in their marriage. This content offer is promoted through paid Facebook ads. Historically, we have optimized these campaigns based on a custom conversion we've set up that triggers if a person signs up for the particular content offer. This method has worked well to grow email files through paid media, but in recent months we've been testing a different kind of conversion goal within Facebook (a native purchase event) to see if we can not only acquire new names for the organization, but acquire new donors more effectively. The purchase conversion in Facebook optimizes the campaign for purchases/donors instead of new names. Would we be able to increase donor conversion just by the kind of conversion event used within our Facebook campaign?

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129.4% lift How the kind of conversion event used in paid acquisition campaigns impacts donor conversion

Date Added: May 14, 2019 Research Partner: Focus on the Family Element tested: Advertising

Focus on the Family offers people a free video series on the topic of intimacy in their marriage. This content offer is promoted through paid Facebook ads. Historically, we have optimized these campaigns based on a custom conversion we've set up that triggers if a person signs up for the particular content offer. This method has worked well to grow email files through paid media, but in recent months we've been testing a different kind of conversion goal within Facebook (a native purchase event) to see if we can not only acquire new names for the organization, but acquire new donors more effectively. The purchase conversion in Facebook optimizes the campaign for purchases/donors instead of new names. Would we be able to increase donor conversion just by the kind of conversion event used within our Facebook campaign?



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-53.9% drop How a softer call-to-action might increase donor conversion during high urgency campaigns on mobile devices

Date Added: May 6, 2019 Research Partner: Focus on the Family Element tested: Advertising

Focus on the Family was running a campaign geared towards their pro-life initiative. To promote the campaign and get people to give, they featured a banner at the top of their site that asked people to give towards it. In an earlier experiment, where they test the call-to-action on the banner from a hard ask to a softer CTA, they found that it had little to no impact on donor conversion. To continue to test into this idea, they hypothesized testing a different soft CTA that would engage users, present an email acquisition opportunity, and give people the option to give. For the new experiment they tested the hard ask against asking people to sign their "Declaration for Life" pledge. They split their mobile traffic and tested this approach.

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