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Pathway to Victory

How a $10 vs $15 ask for nondonors impacts conversions

Experiment ID: #125189

Pathway to Victory

Experiment Summary

Timeframe: 02/03/2023 - 02/06/2023

Pathway to Victory is a broadcast ministry of First Baptist Church Dallas. Through radio, television, books, and digital resources, PTV shares the truth of God’s Word in an effort to pierce a darkening culture.

For February 2023, Pathway to Victory highlighted one of their books “Choosing the Extraordinary Life.” Historically this offer has had a mediocre response to activating donors. Therefore in an effort to increase donor conversion, we decided to test a $10 vs $15 ask.

Several months ago we tested the PTV usual approach of a generic “generous gift of any amount” vs $10 and found these results https://app.winstonknows.com/experiment/4544

For this month, we decided to test a $10 vs $15 ask for nondonors to see if we could increase the entry point while still converting at the same level.

Research Question

How does a $15 ask compare to a $10 ask for nondonors via email?

Design

C: $10 ask
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T1: $15
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[large-height] => 1024 [1536x1536] => https://www.nextafter.com/wp-content/uploads/15_ask-3-668x1536.png [1536x1536-width] => 668 [1536x1536-height] => 1536 [2048x2048] => https://www.nextafter.com/wp-content/uploads/15_ask-3-891x2048.png [2048x2048-width] => 891 [2048x2048-height] => 2048 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/15_ask-3.png [tp-image-grid-width] => 305 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/15_ask-3-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/15_ask-3-22x50.png [admin-width] => 22 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/15_ask-3.png [full-width] => 1301 [full-height] => 2990 [thumb_372] => https://www.nextafter.com/wp-content/uploads/15_ask-3-372x855.png [thumb_372-width] => 372 [thumb_372-height] => 855 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/15_ask-3-272x625.png [single_post_thumbnail-width] => 272 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/15_ask-3-14x32.png [thumb_32_32-width] => 14 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/15_ask-3-21x48.png [thumb_48_48-width] => 21 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/15_ask-3-28x64.png [thumb_64_64-width] => 28 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/15_ask-3-56x128.png [thumb_128_128-width] => 56 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/15_ask-3-29x67.png [thumb_122_67-width] => 29 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/15_ask-3-67x153.png [thumb_153_153-width] => 67 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/15_ask-3-71x163.png [thumb_130_163-width] => 71 [thumb_130_163-height] => 163 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/15_ask-3-77x177.png [thumb_232_177-width] => 77 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/15_ask-3-283x650.png [thumb_272_325-width] => 283 [thumb_272_325-height] => 650 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/15_ask-3-151x346.png [thumb_271_346-width] => 151 [thumb_271_346-height] => 346 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/15_ask-3-118x271.png [thumb_271_271-width] => 118 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/15_ask-3-75x172.png [thumb_272_172-width] => 75 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/15_ask-3-201x461.png [thumb_372_461-width] => 201 [thumb_372_461-height] => 461 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/15_ask-3-218x500.png [thumb_372_500-width] => 218 [thumb_372_500-height] => 500 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/15_ask-3-117x270.png [thumb_385_270-width] => 117 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/15_ask-3-105x241.png [thumb_416_241-width] => 105 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/15_ask-3-178x410.png [thumb_448_410-width] => 178 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/15_ask-3-357x820.png [thumb_448_410_retina-width] => 357 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/15_ask-3-166x382.png [thumb_574_382-width] => 166 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/15_ask-3-172x395.png [thumb_776_395-width] => 172 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/15_ask-3.png [gform-image-choice-sm-width] => 131 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/15_ask-3.png [gform-image-choice-md-width] => 174 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/15_ask-3.png [gform-image-choice-lg-width] => 261 [gform-image-choice-lg-height] => 600 ) ) )

Results

  Treatment Name Click Rate Relative Difference Confidence
C: $10 ask 1.1%
T1: $15 1.3% 20.2% 96.4%

This experiment has a required sample size of 18,930 in order to be valid. Since the experiment had a total sample size of 43,335, 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:

    20.2% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift

Key Learnings

On the email level, we saw that clicks experienced a 20.2% increase with a 96% confidence level.

Digging into donations between the 2 variants we saw a 17.2% decrease in donations with a 58.6% confidence level.

For revenue, we saw a 12.8% decrease with a 65.9% level of confidence.

With the average gift for the $10 ask being $33.25 and the average gift for the $15 ask at $35.21.

What remained positive is the trend of not having gifts less than $5. When we tested this back in September with "generous gift" vs $10 we saw that the $10 version had fewer "low ball" donations as people met the goal of the amount presented or even exceeded.

For this test, we saw the same trends with

$10 ask gifts being

  • 8 - $10 gifts
  • 2 - $15 gifts
  • 1 - $20 gift
  • 19 - $25 gifts
  • 5 - $50 gifts
  • 1 - $75 gift
  • 4 - $100 gifts


For the $15 ask, we saw

  • 1 - $7 gift
  • 2 - $10 gifts
  • 6 - $15 gifts
  • 5 - $20 gifts
  • 11 - $25 gifts
  • 1 - $30 gift
  • 1 - $40 gift
  • 2 - $50 gifts
  • 2 - $75 gifts
  • 1 - $100 gift
  • 1 - $250 gift


What is additionally interesting is that the gift array on the donation page is $25, $50, $100, and $250. Meaning that for a majority of these donations, the user typed in the different amount.

For gifts of $75 or over, the user receives a bundle of resources.

These results are based on a single email sent to PTV nondonors, we will continue testing amounts to find the sweet spot for PTV nondonors and their activation.

Experiment Documented by NextAfter

Question about experiment #125189

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