How offering an additional card on the serial ask decreased revenue and donor conversion rates from active members
Experiment ID: #12922
Heritage Action for America
Experiment Summary
Ended On: 03/23/2019
During The Heritage Foundation’s annual “Membership Card Renewal” campaign, we decided to create a treatment for the Serial Ask benefiting Heritage Action with a relevant offer to also activate their 2019 Heritage Action membership. We also included with this treatment clarifying language and an image of the membership card for Heritage Action.
Research Question
Can we increase donor conversion or revenue by offering a relevant “membership card offer” for Heritage Action during the Serial Ask?
Design
C: Control
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Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $2.96 | $70.04 | ||
| T1: | Treatment #1 | $0.55 | -81.4% | 98.3% | $58.33 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was met so these 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
× 77.6% decrease in conversion rate
× 16.7% decrease in average gift
81.4% decrease in revenue
Key Learnings
With a 98.2% level of confidence, we validated a decrease in 81.4% in revenue.
This experiment also validated a 77.6% decrease in donor conversion rate (with a 99% level of confidence).
Our hypothesis is that the serial ask is not transactional in nature. Although the visitor/donor’s motivation to give to The Heritage Foundation prior to the serial ask treatment was highly transactional in nature, it may appear that the serial ask donor to Heritage Action at this point in the process is more highly motivated by an emotional appeal, and they are giving emotionally (rather than logically, or transactionally).
For this reason, it may be a good idea to develop an emotional appeal rather than a transactional one for future campaigns.