How removing a premium offer on a donation page impacts donor conversion rate
Experiment ID: #67616
Reasons to Believe
Experiment Summary
Timeframe: 07/23/2021 - 07/30/2021
RTB has typically always had a a premium on their main donate page that cycles out every month and/or quarter. We wanted to test removing the premium offer to see how this change would impact donations and overall revenue. We thought that the premium ask may be overwhelming visitors, leading to anxiety and friction. Furthermore, we wanted to see if perhaps RTB did not need a premium at all as an incentive. Would prospective donors still give if they did not have a premium option. If the difference was negligible, the case could be made that the premium isn’t always needed and there could be additional cost saved for the organization.
Research Question
We believe that removing the premium on RTB’s main donation page for page visitors will achieve either a marginal difference in results or an increase in donor conversion rate.
Design
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[full] => https://www.nextafter.com/wp-content/uploads/Treatment-32.png
[full-width] => 814
[full-height] => 1352
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Treatment-32-372x618.png
[thumb_372-width] => 372
[thumb_372-height] => 618
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment-32-376x625.png
[single_post_thumbnail-width] => 376
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Treatment-32-19x32.png
[thumb_32_32-width] => 19
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Treatment-32-29x48.png
[thumb_48_48-width] => 29
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Treatment-32-39x64.png
[thumb_64_64-width] => 39
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Treatment-32-77x128.png
[thumb_128_128-width] => 77
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Treatment-32-40x67.png
[thumb_122_67-width] => 40
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Treatment-32-92x153.png
[thumb_153_153-width] => 92
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment-32-98x163.png
[thumb_130_163-width] => 98
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment-32-107x177.png
[thumb_232_177-width] => 107
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment-32-391x650.png
[thumb_272_325-width] => 391
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment-32-208x346.png
[thumb_271_346-width] => 208
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment-32-163x271.png
[thumb_271_271-width] => 163
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment-32-104x172.png
[thumb_272_172-width] => 104
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment-32-278x461.png
[thumb_372_461-width] => 278
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment-32-301x500.png
[thumb_372_500-width] => 301
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment-32-163x270.png
[thumb_385_270-width] => 163
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment-32-145x241.png
[thumb_416_241-width] => 145
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment-32-247x410.png
[thumb_448_410-width] => 247
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment-32-494x820.png
[thumb_448_410_retina-width] => 494
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment-32-230x382.png
[thumb_574_382-width] => 230
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment-32-238x395.png
[thumb_776_395-width] => 238
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment-32.png
[gform-image-choice-sm-width] => 181
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment-32.png
[gform-image-choice-md-width] => 241
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment-32.png
[gform-image-choice-lg-width] => 361
[gform-image-choice-lg-height] => 600
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 62.5% | $0.00 | ||
| T1: | Treatment | 19.0% | -69.5% | 99.9% | $0.00 |
This experiment has a required sample size of 10 in order to be valid. Since the experiment had a total sample size of 45, 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
× 69.5% decrease in conversion rate
× 0% increase in average gift
Key Learnings
This experiment resulted in a valid 69.5% decrease in donations with a 100% level of confidence. The results indicate that RTB's audience is highly motivated by the premium offer on the donation page. With a 100% confidence, we know that their constituents are conditioned to expect the premium on the donation page and are more likely to give when it is featured. We have concluded to keep the premium on the donation page. Given that the premium is such a strong driver, it is recommended that we add the premium option to the instant donation pages to their offers that have a low ROI.