How a homepage donation modal impacts donor conversion during a high urgency campaign
Experiment ID: #149205
FamilyLife
Experiment Summary
Timeframe: 05/08/2023 - 05/20/2023
During FamilyLife’s May Recurring Campaign, we wanted to increase donor conversion on the homepage. They were offering both a premium and a matching challenge for new recurring donors. We hypothesized that featuring a “modal” in the center of the page with the image of the premium offer and copy highlighting the matching fund, we could increase the appeal of the CTA and reduce friction by allowing donors to begin their gift right on the homepage.
We split the traffic between our standard homepage during the campaign and the treatment with the mid-page modal.
Research Question
We believe that a homepage donation modal will increase donor conversion by reducing friction and increasing the appeal of the donor CTA
Design
C: Control
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[uploaded_to] => 54163
[date] => 2024-08-09 18:49:18
[modified] => 2024-08-09 18:49:18
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1246
[height] => 1104
[sizes] => Array
(
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[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_Modal-300x266.jpg
[medium-width] => 300
[medium-height] => 266
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_Modal-768x680.jpg
[medium_large-width] => 640
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[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_Modal-600x600.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
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[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_Modal-705x625.jpg
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[thumb_130_163-width] => 130
[thumb_130_163-height] => 115
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[thumb_232_177-width] => 200
[thumb_232_177-height] => 177
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[thumb_272_325-width] => 544
[thumb_272_325-height] => 482
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[thumb_271_346-width] => 271
[thumb_271_346-height] => 240
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_Modal-271x240.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 240
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[thumb_272_172-width] => 194
[thumb_272_172-height] => 172
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[thumb_372_461-width] => 372
[thumb_372_461-height] => 330
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_Modal-372x330.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 330
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[thumb_385_270-width] => 305
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_Modal-272x241.jpg
[thumb_416_241-width] => 272
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_Modal-448x397.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 397
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_Modal-896x794.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 794
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_Modal-431x382.jpg
[thumb_574_382-width] => 431
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_Modal-446x395.jpg
[thumb_776_395-width] => 446
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 1.1% | $143.80 | ||
| T1: | Donation Modal | 0.75% | -29.5% | 100.0% | $275.53 |
This experiment has a required sample size of 6,972 in order to be valid. Since the experiment had a total sample size of 63,968, 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
× 29.5% decrease in conversion rate
× 91.6% increase in average gift
35.1% increase in revenue
Key Learnings
The key learning from this experiment is that the homepage donation modal did not result in an increase in donor conversion. In fact, it led to a significant decrease in donations across all traffic sources.
This suggests that the homepage donation modal created friction or detracted from the user experience, leading to a decrease in donor conversion. It is possible that the modal was seen as intrusive or distracting, causing visitors to abandon the donation process. Also, the messaging of the modal may not have been aligned with the motivation of the traffic to the homepage. More testing would be needed to see if a different premium offer or value proposition angle would lead to higher conversion.