How a lower ask amount affects revenue on a Wikipedia-style article appeal during a high-urgency campaign
Experiment ID: #140880
Focus on the Family
Experiment Summary
Timeframe: 03/16/2023 - 03/24/2023
During a high-urgency campaign focused on recurring donor acquisition, we wanted to know if lowering the ask amount on a Wikipedia-style in-article appeal would increase recurring donor rates by offering a lower commitment given that donors would be giving on a monthly basis.
This test followed on the heels of a previous experiment (during the same campaign), where we learned that the Wikipedia-style appeal tactic outperformed both a banner ad and a slide-in appeal when presented on article pages being viewed by prospective donors.
We set this up as an A/B test with roughly 50% of traffic seeing the $30 ask and roughly 50% of traffic seeing the $15 ask in the hopes that donor volume would outweigh the lower ask and provide a net increase in revenue.
Research Question
We believe that a lower recurring donation ask on a Wikipedia-style in-article appeal banner will achieve greater revenue by offering a lower commitment, thus increasing donations enough to offset the lower ask amount.
Design
C: Wikipedia $30
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[medium] => https://www.nextafter.com/wp-content/uploads/Wikipedia_15-8-300x111.png
[medium-width] => 300
[medium-height] => 111
[medium_large] => https://www.nextafter.com/wp-content/uploads/Wikipedia_15-8-768x284.png
[medium_large-width] => 640
[medium_large-height] => 237
[large] => https://www.nextafter.com/wp-content/uploads/Wikipedia_15-8-1024x378.png
[large-width] => 640
[large-height] => 236
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Wikipedia_15-8-1536x568.png
[1536x1536-width] => 1536
[1536x1536-height] => 568
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Wikipedia_15-8.png
[2048x2048-width] => 2008
[2048x2048-height] => 742
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Wikipedia_15-8.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 259
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Wikipedia_15-8-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Wikipedia_15-8-50x18.png
[admin-width] => 50
[admin-height] => 18
[full] => https://www.nextafter.com/wp-content/uploads/Wikipedia_15-8.png
[full-width] => 2008
[full-height] => 742
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Wikipedia_15-8-372x137.png
[thumb_372-width] => 372
[thumb_372-height] => 137
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Wikipedia_15-8-980x362.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 362
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Wikipedia_15-8-32x12.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 12
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Wikipedia_15-8-48x18.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 18
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Wikipedia_15-8-64x24.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 24
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Wikipedia_15-8-128x47.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 47
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Wikipedia_15-8-122x45.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 45
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Wikipedia_15-8-153x57.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 57
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Wikipedia_15-8-130x48.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 48
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Wikipedia_15-8-232x86.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 86
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Wikipedia_15-8-544x201.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 201
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Wikipedia_15-8-271x100.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 100
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Wikipedia_15-8-271x100.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 100
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Wikipedia_15-8-272x101.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 101
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Wikipedia_15-8-372x137.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 137
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Wikipedia_15-8-372x137.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 137
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Wikipedia_15-8-385x142.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 142
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Wikipedia_15-8-416x154.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 154
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Wikipedia_15-8-448x166.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 166
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Wikipedia_15-8-896x331.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 331
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Wikipedia_15-8-574x212.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 212
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Wikipedia_15-8-776x287.png
[thumb_776_395-width] => 776
[thumb_776_395-height] => 287
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Wikipedia_15-8.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 111
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Wikipedia_15-8.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 148
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Wikipedia_15-8.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 222
)
)
)
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Wikipedia $30 | $0.08 | $118.92 | ||
| T1: | Wikipedia $15 | $0.04 | -47.8% | 81.5% | $47.57 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was not met so these experiment results are not valid.
Key Learnings
After running this experiment for 5 days, we were unable to validate our hypothesis that a lower ask amount would lift donations enough to overcome the lower ask and produce a net increase in revenue over an assumed 11-month period.
The treatment was only able to produce one additional recurring gift and the 48% decrease in revenue (81.4% level of confidence) did not justify continuing to run this experiment. Based on these results, we elected to run the $30 ask for the remainder of the campaign since it appeared that the decreased ask amount did little to increase the volume of donors while cutting overall revenue nearly in half.