How does a homepage takeover affect year end donations and revenue?
The Missionary Oblates of Mary Immaculate
The Missionary Oblates of Mary Immaculate are a Roman Catholic congregation of priests and brothers founded after the French Revolution by St. Eugene De Mazenod to work among the poor. Today there are nearly 4,000 missionaries working in more than 60 countries around the world.
Experiment Summary
Timeframe: 12/30/2020 - 12/31/2020
During their calendar year end campaign, on December 30th and 31st, we tested redirecting 50% of the Oblates direct homepage traffic to the calendar year end donation page. The hypothesis was that most people who come to a page on that day will be interested in giving, or more likely to give.
Research Question
Sending direct homepage traffic a calendar year end giving page will increase year end donations.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 40.1% | ||
| T1: | Homepage Takeover | 44.7% | 11.5% | 92.8% |
This experiment has a required sample size of 888 in order to be valid. Since the experiment had a total sample size of 1,497, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
This test saw an 11% increase in donations, which resulted in 45 more gifts. We recommend including this in calendar year end tactics in the coming year.
Observations of the impact on other visitor segments in the experiment:
- Mobile visitors had a 19.8% increase in donations with a 95% level of confidence.
- Email visitors had a 16.8% increase in donations with a 99% level of confidence.
- Returning visitors had a 18.8% increase in donations with a 96% level of confidence.