How removing elements of friction and strengthening the value proposition impacts donor conversion

FamilyLife

Experiment Summary

Timeframe: 08/07/2017 - 09/26/2017

The primary donation page for FamilyLife used a large image at the top of it with their traditional value proposition copy on it. They recently developed their value proposition and wanted to test a radical redesign of their primary donation page that tested this copy and removed other elements of the page.

Research Question

Which donation page would increase donor conversion?

Results

This experiment has a required sample size of 1,073 in order to be valid. Since the experiment had a total sample size of 1,918, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

The radical redesign increased donor conversion by 14.3%. By removing elements of friction on the page and strengthening their value proposition, we were able to not only increase the number of people giving a gift, but we were able to also motivate them to give more generously resulting in a 94.4% increase (77% valid) in revenue as well because the average gift increased.