The Navigators

How adding a premium to an instant donation page impacts average gift

Experiment ID: #91489

The Navigators

Experiment Summary

Timeframe: 04/14/2022 - 05/07/2022

The Navigators have an offer running on Facebook for the How to Memorize Scripture ebook. This has been one of their more popular ebooks on Facebook. We had a lot of traffic coming through these ads an a high sign up rate. In order to increase ROI for this offer, we wanted to increase the average gift that is given on the instant donation page. In order to do so, we wanted to run an experiment where we would use a thematically relevant resource (Topical Memory System) as a premium for a gift of $50 or more.

Traffic to this funnel is primarily driven by paid Facebook ads.

Research Question

We believe that adding a premium to an instant donation page for ebook downloaders will achieve a higher average gift .

Design

C: Control - No Premium
T1: Treatment - With Premium

Results

  Treatment Name Revenue per Visitor Relative Difference Confidence Average Gift
C: Control - No Premium $0.22 $15.57
T1: Treatment - With Premium $0.62 183.6% 99.7% $47.60

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
× 7.2% decrease in conversion rate
× 205.6% increase in average gift
183.6% increase in revenue

Key Learnings

After running this experiment for a little over two weeks we saw a 183.6% valid lift in revenue with a level of confidence of 99.7%. When page visitors were given a specific ask of $50 or more and an incentive in the form of a premium, the average gift was $47. When there was no specific ask amount or premium incentive, the average gift was $15. We can conclude that The Navigators’ audiences are motivated by premium offers and are more likely to give a larger gift when presented with a specific amount and product premium. There was virtually no difference in donor conversion rate so this informs us that the premium is not why they give but rather an incentive to give an even larger gift than perhaps initially intended.

The next step in testing for The Navigators is to consolidate the giving process in 1-2 steps instead of the current 3-step approach.


Experiment Documented by NextAfter

Question about experiment #91489

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