How adding a book as a premium offer increases the average gift on an eBook instant donation page.
Experiment ID: #100260
Avila Foundation
Experiment Summary
Timeframe: 07/11/2022 - 10/12/2022
The Avila Foundation has created a website, SpiritualDirection.com, where anyone can go and find answers to questions they might have about their spiritual journey. As part of the efforts to educate the laity through authentic Catholic teachings, Avila has created a series of ebooklets.
For one of these ebooklets, Insights on the Contemplative Rosary, we wanted to test whether adding a premium offer, in this case a physical copy of the book upon which the ebooklet was based, would help increase the average gift. Our hypothesis was that the combination of the two–using the ebooklet as a study guide to the book–would entice donors to contribute more to Avila.
Research Question
We believe that adding a premium for ebook donors will achieve a higher average gift.
Design
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[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/With_Premium-2-150x150.png
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[gform-image-choice-lg-height] => 600
)
)
)
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $0.67 | $19.13 | ||
| T1: | With Premium | $1.06 | 57.9% | 95.0% | $30.19 |
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
× 0.1% increase in conversion rate
× 57.8% increase in average gift
57.9% increase in revenue
Key Learnings
While there was a slight decline in the total number of donations while we ran this experiment (38 to 37), the average gift on the premium treatment page increased by 58%, which also resulted in a 58% increase in total revenue with a 94% level of confidence.
We believe that by positioning the ebooklet as a companion piece to the book, those donors who were brand new, or had not yet gotten a chance to get the book, were convinced to give a gift of a higher amount.
While the average gift for the treatment version was below the $50 we were asking in order to receive a copy of the book, there was enough data to suggest that further refinement of this offer, as well as further testing with other premiums, is warranted.