How reinforcing the value proposition on a specific gift handle can impact overall revenue
Billy Graham Evangelistic Association
Experiment Summary
Timeframe: 07/22/2020 - 08/13/2020
Billy Graham Evangelistic Association wanted to find a way to increase the average gift for the donors that finished one of their pledges. It was hypothesized that one potential way to do that would be to increase the perceived impact of some of the higher dollar value gift amounts. To do that, they highlighted the $50 gift button which would have been a ~20% increase to average gift. This same gift handle was previously mentioned on the page prior to the ask.
Research Question
Will emphasizing the higher gift handle of $50 increase average gift or donor conversion?
Design
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $1.71 | $38.79 | ||
| T1: | Highlighted Button | $1.82 | 6.4% | 75.5% | $39.77 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was not met so these experiment results are not valid.
Key Learnings
After running for a month and a half, we did not observe a statistically significant change in average gift or conversion rate. One hypothesis behind this is that the value of the $50 was mentioned in the copy right before the form. As a result, this visual emphasis didn’t have the same level of impact it may have otherwise had.