Luther Seminary

How adding a humanized sticky bar on an instant donation page impacts donor conversion

Experiment ID: #94234

Luther Seminary

Experiment Summary

Timeframe: 05/16/2022 - 05/29/2022

Luther Seminary is offering an Enter the Bible: Proverbs Study Guide as an acquisition offer through paid Facebook ads. While watching the data over a period of time, we noticed the offer’s GCPN was averaging around $3 – $4 and the % signed up was averaging around 45% – 50%. While both of these metrics were good, we noticed the ICR was very low, averaging around 1.6%. This caused us to reevaluate the donation page and brainstorm an experiment.

While we have previously tested adding a humanized sticky bar to high urgency campaign donation pages, we have never tested adding this type of sticky bar to an instant donation page following an acquisition offer.

We hypothesized that this would increase donor conversion rate by humanizing the donation page with a message (and picture) from Katie Langston who is well known in the Enter the Bible community asking the user for a donation to be able to continue to provide resources like this one.

Research Question

We believe that adding a humanized sticky bar for prospective donors will achieve a higher donor conversion rate.

Design

C: Control
T1: Sticky Bar - Direct

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 0.22% $0.00
T1: Sticky Bar - Direct 2.1% 839.5% 98.5% $0.00

This experiment has a required sample size of 240 in order to be valid. Since the experiment had a total sample size of 848, 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
× 839.5% increase in conversion rate
× 0% increase in average gift

Key Learnings

The addition of the humanized sticky bar resulted in a valid 839.5% lift in donor conversion rate. This informs us that Luther’s audience responds to seeing a familiar face in their donation experience. When they are spoken to by a member of an organization they are more likely to respond. This also informs us that the Luther audience cares about the organization’s resources and wants Luther Seminary to be able to continue providing free resources to teach people all over the world about Jesus.

It is recommended that this is tested on other acquisition offer donation pages.

Notable changes to other metrics due to the experiment:

  • Revenue experienced a 780.8% increase with a 99% level of confidence.


Experiment Documented by NextAfter

Question about experiment #94234

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