How framing your donation ask on an instant donation page around providing funding for other free resources affects donor conversion rate
Luther Seminary
Experiment Summary
Timeframe: 01/25/2023 - 02/19/2023
Luther Seminary is offering a free study guide on the book of Revelation through paid spend in Facebook.
In order to try and increase the donor conversion rate on the instant donation page, they wanted to test asking for a donation to fund other free biblical resources to be produced in the future. The treatment page also presented a “premium” in a way that if they gave a donation of $10 or more, they would be the first to receive access to the next biblical resource created.
Research Question
We believe that asking for a donation to fund the production of the next free biblical resource for study guide downloaders will achieve a higher donor conversion rate because they saw the value in downloading the first biblical resource on the previous landing page therefore they’re more likely to want to see other biblical resources be produced in the future .
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 1.8% | $0.00 | ||
| T1: | Treatment | 3.8% | 109.7% | 97.3% |
This experiment has a required sample size of 535 in order to be valid. Since the experiment had a total sample size of 1,350, 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
× 109.7% increase in conversion rate
× 0% increase in average gift
Key Learnings
The treatment page saw a 109.7% increase in donor conversion rate with a 97.3% level of confidence which makes us believe that these study guide downloaders are more likely to make a donation on the instant donation page when presented with the offer to receive another free biblical resource in the future, which they are helping fund the production of.
The treatment page also saw a 153.7% lift in revenue with a 95.9% level of confidence. We believe these donors are likely to give larger gifts when presented with what their donation will actually fund aka their next free resource.
These results suggest that offering future “premiums” is an effective way of encouraging donors.