e3 Partners

How Adding Additional Value Proposition on a Donation Page Can Increase Revenue

Experiment ID: #83525

e3 Partners

Experiment Summary

Ended On: 01/28/2022

e3 Partners Ministry created a Prayer Pledge as a content offer and has seen significant positive results in terms of name acquisition ($0.17 gross cost per email). However, the instant donor conversion rate is incredibly low (0.2%).

For this test, e3 Partners implemented added value proposition to their donation page to see if it would increase donors acquired or overall revenue.

Research Question

We believe that adding an additional value proposition for prayer pledge signers will achieve an increase in the revenue or the number of donors for this offer.

Design

C: Control
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T1: Treatment #1
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https://www.nextafter.com/wp-content/uploads/Treatment_1-317-372x646.png [thumb_372-width] => 372 [thumb_372-height] => 646 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-317-360x625.png [single_post_thumbnail-width] => 360 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Treatment_1-317-18x32.png [thumb_32_32-width] => 18 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Treatment_1-317-28x48.png [thumb_48_48-width] => 28 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Treatment_1-317-37x64.png [thumb_64_64-width] => 37 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Treatment_1-317-74x128.png [thumb_128_128-width] => 74 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Treatment_1-317-39x67.png [thumb_122_67-width] => 39 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https://www.nextafter.com/wp-content/uploads/Treatment_1-317-99x172.png [thumb_272_172-width] => 99 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_1-317-265x461.png [thumb_372_461-width] => 265 [thumb_372_461-height] => 461 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_1-317-288x500.png [thumb_372_500-width] => 288 [thumb_372_500-height] => 500 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_1-317-155x270.png [thumb_385_270-width] => 155 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_1-317-139x241.png [thumb_416_241-width] => 139 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_1-317-236x410.png [thumb_448_410-width] => 236 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_1-317-472x820.png [thumb_448_410_retina-width] => 472 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_1-317-220x382.png [thumb_574_382-width] => 220 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_1-317-227x395.png [thumb_776_395-width] => 227 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_1-317.png [gform-image-choice-sm-width] => 173 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_1-317.png [gform-image-choice-md-width] => 230 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_1-317.png [gform-image-choice-lg-width] => 345 [gform-image-choice-lg-height] => 600 ) ) )

Results

  Treatment Name Revenue per Visitor Relative Difference Confidence Average Gift
C: Control $0.09 $23.00
T1: Treatment #1 $0.11 26.8% 51.4% $27.72

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

  • This test involved adding a single line of copy with an additional value proposition at the end of the copy, just above the donation form. Otherwise, the copy was the same. It would be worthwhile to do a more radical test on the donation page, further aligning with the sentiment of that last sentence, as well as incorporating ongoing initiatives to increase urgency.
  • This test was run prior to the optimization of their acquisition efforts within Facebook, including more effective targeting, resulting in an even lower cost per click and lower cost per name. It would be interesting to see how instant donor conversion would be impacted if more clear value propositions were incorporated with the influx of new people coming through the funnel.
 


Experiment Documented by NextAfter

Question about experiment #83525

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