How asking for the donation at the right moment affects revenue - NextAfter
Human Coalition

How asking for the donation at the right moment affects revenue

Experiment ID: #641

Human Coalition

Experiment Summary

Timeframe: 12/09/2014 - 12/19/2014

The essence of marketing is the message — and the essence of the message is the value proposition. Every value proposition must be properly crafted to minimize perceived cost and maximize perceived value. However, when you ask matters as much as how you ask. The ask has to be properly set up, even for the most powerful value propositions. During Online for Life’s year-end fundraising campaign, we developed two messaging styles to test with their audience. The control made direct asks for support earlier and throughout the copy, while the treatment page reinforces the value proposition throughout the copy but did not make a direct appeal until the end of the copy.

Research Question

We hypothesized that reserving the ask until later in the copy would allow the reader to fully understand the value proposition and would result in higher conversion and average gift.

Design

C: Multiple Asks Throughout Copy
T1: Ask Delayed Until End of Copy

Results

  Treatment Name Revenue per Visitor Relative Difference Confidence Average Gift
C: Multiple Asks Throughout Copy $2.77 $174.17
T1: Ask Delayed Until End of Copy $7.03 153.4% 100.0% $165.71

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
× 166.4% increase in conversion rate
× 4.9% decrease in average gift
153.4% increase in revenue

Key Learnings

Delaying the ask until the end of the copy resulted in 153.4% lift in revenue. This teaches a valuable lesson — even the best value proposition must have the right amount of set up before delivery. After all, you don’t propose marriage on the first date, right?


Experiment Documented by NextAfter

Question about experiment #641

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