International Mission Board

How a homepage takeover affects donor conversion rate at calendar year end

Experiment ID: #122121

International Mission Board

Experiment Summary

Timeframe: 12/30/2022 - 01/04/2023

IMB was running their calendar year end campaign around their Lottie Moon Christmas Offering. To reduce friction at a time of the year when conversion rate is highest, they wondered if turning their homepage into the donation page would increase donor conversion by reducing the necessary steps between the visit and a gift.

They set up a treatment where some donors would see a donation page with a link to “go to IMB.org” at the top of the page instead of the homepage.

To mitigate risk, they only included 25% of the traffic in this experiment.

Research Question

We believe that taking over the homepage with a donation form for main domain visitors` will achieve an increase in conversion rate.

Design

C: Control
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T1: Homepage takeover
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[ab-block-post-grid-landscape-width] => 600 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_takeover-2-600x600.png [ab-block-post-grid-square-width] => 600 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_takeover-2-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_takeover-2-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_takeover-2-50x50.png [admin-width] => 50 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_takeover-2.png [full-width] => 1510 [full-height] => 1538 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_takeover-2-372x379.png [thumb_372-width] => 372 [thumb_372-height] => 379 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_takeover-2-614x625.png [single_post_thumbnail-width] => 614 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_takeover-2-32x32.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_takeover-2-48x48.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 48 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_takeover-2-64x64.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 64 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_takeover-2-126x128.png [thumb_128_128-width] => 126 [thumb_128_128-height] => 128 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_takeover-2-66x67.png [thumb_122_67-width] => 66 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_takeover-2-150x153.png [thumb_153_153-width] => 150 [thumb_153_153-height] => 153 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_takeover-2-130x132.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 132 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_takeover-2-174x177.png [thumb_232_177-width] => 174 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_takeover-2-544x554.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 554 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_takeover-2-271x276.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 276 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_takeover-2-266x271.png [thumb_271_271-width] => 266 [thumb_271_271-height] => 271 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_takeover-2-169x172.png [thumb_272_172-width] => 169 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_takeover-2-372x379.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 379 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_takeover-2-372x379.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 379 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_takeover-2-265x270.png [thumb_385_270-width] => 265 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_takeover-2-237x241.png [thumb_416_241-width] => 237 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_takeover-2-403x410.png [thumb_448_410-width] => 403 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_takeover-2-805x820.png [thumb_448_410_retina-width] => 805 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_takeover-2-375x382.png [thumb_574_382-width] => 375 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Homepage_takeover-2-388x395.png [thumb_776_395-width] => 388 [thumb_776_395-height] => 395 ) ) )

Results

 Treatment NameConv. RateRelative DifferenceConfidenceAverage Gift
C: Control 19.9%$0.00
T1: Homepage takeover 26.1%30.6% 95.3%$0.00

This experiment has a required sample size of 348 in order to be valid. Since the experiment had a total sample size of 1,028, 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
× 30.6% increase in conversion rate
× 0% increase in average gift

Key Learnings

The treatment, which showed a donation page on the first step, produced a 30.6% increase in conversion rate. This is significant, as experiments like this are often hard to validate at the end of the year, when motivation to give is highest. However, the reduction in friction showed that donors are still falling out of the funnel, even when coming in with high motivation.

This technique should not be overused, but could also be used with specific campaigns.


Experiment Documented by Jeff Giddens
Jeff Giddens is President of NextAfter.

Question about experiment #122121

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.