How increasing the perceived value of a generous donation affects donor conversion
Compassion International
Experiment Summary
Ended On: 02/19/2021
Compassion International had run a “find a child who shares your birthday” offer that had been very successful at converting Facebook visitors to donors by introducing a step in the funnel that hyper-personalized the results. The team wanted to test new copy that heightened the donor’s desire to do something impactful by showing the downside of not doing something impactful. The new copy in the ad implored the reader to do something that mattered, and helped unpack the benefit not only for the child, but also for the sponsor themselves.
They tested this on Facebook through a Facebook experiment.
Research Question
We believe that increasing the perceived value of a generous donation for Facebook visitors will achieve an increase in conversion rate.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.01% | ||
| T1: | Treatment #1 | 0.00% | -54.4% | 100.0% |
This experiment has a required sample size of 332,614 in order to be valid. Since the experiment had a total sample size of 5,344,703, 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
× 54.4% decrease in conversion rate
× 0% increase in average gift
Key Learnings
The treatment produced a 54% decrease in conversion rate, which indicated that the new ad may have been too theoretical and less response-driving. While increasing the perceived value of what the donor is doing has proven to help along the rest of the funnel, this experiment shows that it may be too much to think about in a low-commitment phase of engagement.