How decreasing the ask amount on a content offer instant donation page impacted conversions (physical resource)
Experiment ID: #104562
Pathway to Victory
Experiment Summary
Timeframe: 08/18/2022 - 10/15/2022
Pathway to Victory is a broadcast ministry that has physical resources to acquire new names through Facebook and website traffic.
When a resource is requested, the individual completes a form to receive the item and is then directed to an instant donation page.
The gift array used on these instant donation pages was $25, $50, $75, $95.
As these are brand new people to Pathway to Victory, we wanted to see if reducing the array would increase motivation to make a donation.
Research Question
We believe that by reducing the gift array for new names acquired will achieve an increase in transactions because we have decreased the perceived sacrifice.
Design
C: Control
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T1: $10 ask
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 3.9% | $0.00 | ||
| T1: | $10 ask | 9.1% | 130.9% | 100.0% | $0.00 |
This experiment has a required sample size of 175 in order to be valid. Since the experiment had a total sample size of 3,387, 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
× 130.9% increase in conversion rate
× 0% increase in average gift
Key Learnings
For this experiment, while we did see a decrease in average gift, $27.24 vs $16.15, we saw an increase of 130.9% in transactions. This increase in transactions contributed to an increase of overall revenue by 37.8% with a 92% level of confidence.
Our hypothesis is that by providing a lower ask in the gift array, we reduced anxiety for potential new donors. As new contacts are acquired through these resources, a $25 ask can be perceived as a "risk" whereas a $10 ask is more conservative and less of a risk and sacrifice to new prospective donors.
For these donation pages, PTV does not have a minimum donation amount required therefore they experience many gifts that are $1-5. However, with this experiment, we saw a DECREASE in these low-level gifts and saw more donors willing to make a $10 gift.
Our hypothesis is that by having the ask as $10 and "risk" being decreased, then more individuals were willing to make the full donation of $10 or more rather than a donation of $1-5.
Notable changes to other metrics due to the experiment:
- Revenue experienced a 37.8% increase with a 92% level of confidence.
Observations of the impact on other visitor segments in the experiment:
- New visitors had a 68.7% increase in donations with a 99% level of confidence.
- Returning visitors had a 194.7% increase in donations with a 100% level of confidence.
- 55-64 visitors had a 425.2% increase in donations with a 100% level of confidence.
- 65+ visitors had a 118.3% increase in donations with a 95% level of confidence.
- 45-54 visitors had a 79.6% decrease in donations with a 90% level of confidence.
- 25-34 visitors had a 1,253.3% increase in donations with a 100% level of confidence.