How the homepage callout influences recurring donations
Experiment ID: #8441
Focus on the Family
Experiment Summary
Timeframe: 01/17/2018 - 01/26/2018
During the month of January, there was a concerted effort to acquire new monthly donors through the Friends of Focus on the Family program. Included in these efforts was radio programming that pushed listeners to go online to become a recurring donor. To take advantage of this visitor motivation, we wanted to see if focusing the callout on the homepage on recurring giving would help influence the visitors’ likelihood to become a recurring donors. Along with this experiment, we wanted to validate if a value proposition that spent more time laying out the benefits of ongoing support could further increase acquisition.
Research Question
Will using the homepage callout to emphasize recurring giving increase the number of recurring givers acquired?
Design
C: Original
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[thumb_372_461-width] => 284
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/One_Button_w_New_Value_Prop-4-308x500.jpg
[thumb_372_500-width] => 308
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/One_Button_w_New_Value_Prop-4-167x270.jpg
[thumb_385_270-width] => 167
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/One_Button_w_New_Value_Prop-4-149x241.jpg
[thumb_416_241-width] => 149
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/One_Button_w_New_Value_Prop-4-253x410.jpg
[thumb_448_410-width] => 253
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/One_Button_w_New_Value_Prop-4-506x820.jpg
[thumb_448_410_retina-width] => 506
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/One_Button_w_New_Value_Prop-4-236x382.jpg
[thumb_574_382-width] => 236
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/One_Button_w_New_Value_Prop-4-244x395.jpg
[thumb_776_395-width] => 244
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Original | 0.07% | ||
| T1: | One Button Only | 0.04% | -35.7% | 70.2% |
| T2: | One Button w/ New Value Prop | 0.03% | -57.0% | 92.5% |
This experiment has a required sample size of 36,232 in order to be valid. Since the experiment had a total sample size of 61,971, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
After running for 2 weeks, this experiment did not produce a statistically valid result. When evaluating the conversions, we realized that the recurring gift offer may be the wrong offer for this section. While percentages may seem wildly different, the number of recurring gifts made, regardless of the treatment, was not high enough to get close to validating. We also saw that a donor is 6x more likely to click on the one-time gift option in the navigation than they are the recurring gift option. With this finding, it may make sense to repurpose that homepage callout section to focus on individual gifts in the short term. Concurrently, we can test new value propositions on the recurring gift donation page and, once validated, we can retesting the new value proposition on the homepage.