How adding a premium to an instant donation page impacts average gift
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 and 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.
We believe that adding a premium to an instant donation page for ebook downloaders will achieve a higher average gift.
|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
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 into 1-2 steps instead of the current 3-step approach.
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.