How the right premium affects conversion
Experiment ID: #2347
Texas State Historical Association
Experiment Summary
Timeframe: 10/15/2015 - 10/26/2015
At the Texas State Historical Association, our previous tests had proven how popular the Texas Almanac was for their audience. In many campaigns, we had started using it as a premium for members who joined at the $50 or more level.
While looking through their website for optimization opportunities, we found that the primary donation page had not been modified for a while. We decided to use this page to create a test that would allow us to isolate the impact the Almanac has on overall donor conversion.
Research Question
What will be the impact of offering the Texas Almanac as a premium?
Design
C: No Almanac
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | No Almanac | 2.2% | $50.00 | ||
| T1: | Almanac | 5.1% | 135.4% | 92.0% | $55.77 |
This experiment has a required sample size of 317 in order to be valid. Since the experiment had a total sample size of 484, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
By offering the Texas Almanac as the primary incentive on the page, we were able to increase the member acquisition by 135%.
Every premium has an associated cost that needs to be accounted for when determining its overall effectiveness. In this situation, a 135% increase to the number of members acquired with an 11% increase to average gift is more than worth the cost associated with sending out the Almanac to each new member.