How the right premium affects conversion
Texas State Historical Association
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.
What will be the impact of offering the Texas Almanac as a premium?
|Treatment Name||Conv. Rate||Relative Difference||Confidence||Average Gift|
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.
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.
Question about experiment #2347
If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.