How using exclusivity on a recurring gift page impacts donor conversion
Experiment ID: #12200
Focus on the Family
Experiment Summary
Timeframe: 01/31/2019 - 02/26/2019
There has been significant testing done on Focus on the Family’s recurring gift donation page. The majority of this testing has been around strengthening the value proposition. We hypothesized that increasing the exclusivity on the page might increase donor conversion. To do this, we created a treatment that was more conversational and tried to appeal to recurring donors as a select, exclusive group of people, “the few”, that have been chosen or stepped up to give on an ongoing basis.
Research Question
Will donor conversion increase by appealing to potential recurring donors through exclusivity?
Design
C: Original
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Original | 3.0% | ||
| T1: | One of the Few | 3.4% | 12.3% | 51.0% |
This experiment has a required sample size of 17,367 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
The experiment ran for over a month and we weren’t able to validate the results. The treatment had neither a positive or negative impact on donor conversion. When we analyze the experiment, we see that the donor conversion is really low on the page. What this tells us is that we would need a more radical version of the page to impact conversion, or look at testing higher in the funnel to get MORE people to the recurring donor page in an effort to increase recurring donors from this page.