Focus on the Family
How addressing a person’s fear to become a recurring donor impacts conversion.
Experiment ID: #9323
Focus on the Family
Experiment Summary
Timeframe: 04/23/2018 - 05/09/2018
On Focus on the Family’s recurring gift donation page, we hypothesized that people may have a fear of commitment when it came to becoming a recurring donor. To address this potential concern, we added copy to the page that clearly communicated to people that they could cancel their recurring gift at any time.
Research Question
Would addressing a person’s potential fear of not being able to cancel their recurring gift increase conversion?
Design
C: Without Copy
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) ) )
Results
This experiment has a required sample size of
2,152,054 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95%
was not met so
the experiment results are not valid.
Key Learnings
We had hypothesized that addressing a person’s fear in becoming a recurring donor could dramatically impact donor conversion. What we found was that addressing this element of fear had no impact on conversion. This tells us that there is a different element of friction causing the low conversion rates. We propose potentially discovering this through an exit-intent survey asking users why they didn’t become a recurring donor.