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Luther Seminary

How increasing the ask amount on an instant donation page affects revenue

Experiment ID: #145766

Luther Seminary

Experiment Summary

Timeframe: 04/19/2023 - 05/08/2023

This theological seminary client offered a new biblical resource, the Revelation Online Course. The control donation page for the Revelation Online Course had a $10 donation ask in the copy. The treatment page had the original control donation page copy but also included a larger gift amount ask of a $50 or more donation. This treatment page experiment was set up to show to 50% of viewers as an A/B test. We wanted to test if asking for a larger gift amount in the treatment donation page could increase the average gift and revenue for this online course.

We have noticed in past experiments that including specific donation ask copy can produce a lift in conversion rate. We thought that this donation page copy for this new biblical resource would be a great place to ask specifically for a larger donation of $50 or more.

Research Question

We believe that by increasing the “ask amount” for online course enrollees will achieve an increase in average gift and revenue for this page because there will be a larger average gift amount.

Design

C: Control
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T1: Treatment
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https://www.nextafter.com/wp-content/uploads/Treatment-223.png [full-width] => 1614 [full-height] => 1102 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Treatment-223-372x254.png [thumb_372-width] => 372 [thumb_372-height] => 254 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment-223-915x625.png [single_post_thumbnail-width] => 915 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Treatment-223-32x22.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 22 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Treatment-223-48x33.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 33 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Treatment-223-64x44.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 44 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Treatment-223-128x87.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 87 [thumb_122_67] => 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[thumb_271_271-height] => 185 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment-223-252x172.png [thumb_272_172-width] => 252 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment-223-372x254.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 254 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment-223-372x254.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 254 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment-223-385x263.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 263 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment-223-353x241.png [thumb_416_241-width] => 353 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment-223-448x306.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 306 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment-223-896x612.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 612 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment-223-559x382.png [thumb_574_382-width] => 559 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment-223-579x395.png [thumb_776_395-width] => 579 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment-223.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 205 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment-223.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 273 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment-223.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 410 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 4.8% $0.00
T1: Treatment 2.1% -56.1% 88.8% $0.00

This experiment has a required sample size of 348 in order to be valid. Since the experiment had a total sample size of 462, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

The key learning from this experiment is that adding a specific ask amount of $50 or more to the donation page copy for the Revelation Online Course, did not lead to an increase in average gift and revenue. In fact, the treatment page saw a 56.1% decrease in conversion rate. While the statistical sample size is approaching validity, the level of confidence was 88% which did not reach above 95% to validate this experiment. Further testing is necessary to confirm the effectiveness of this approach. In future experimentation, it may be beneficial to explore alternative ways of encouraging larger donations, such as providing more details on the course they will get if they donate $50 or more.

Experiment Documented by NextAfter

Question about experiment #145766

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