Is there a difference in conversion when asking for $10 or $25 gift from nondonors?
Experiment ID: #170225
Pathway to Victory
Experiment Summary
Timeframe: 02/22/2024 - 02/23/2024
Pathway to Victory is the broadcast ministry of First Dallas.
PTV primarily raises funds through donations made for books written by Dr. Robert Jeffress. For Easter this year, PTV decided to create a premium offer specific to Easter and to support the mission of PTV, spread the Good News of Jesus Christ to a lost and hurting people, confront an ungodly culture with God’s truth, and equip the saints to apply scripture to their everyday lives.
Last year, PTV tested into asking nondonors for a gift of $10 or more and saw great results.
With this offer, we decided to test a higher gift ask of $25
Research Question
We believe that asking for donations for $25 or more for nondonor subscribers will achieve a higher average gift because the based level giving has been raised.
Design
C: Version A
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T1: Version B
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Version A | 0.04% | ||
| T1: | Version B | 0.04% | 0.7% | 4.8% |
This experiment has a required sample size of 334,025,737 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
The key learnings from this experiment are that increasing the donation ask from $10 to $25 for nondonor subscribers resulted in a 0.7% increase in clicks for all traffic. However, the statistical level of confidence was only 4.8%, which is below the recommended threshold of 85% for validity. Therefore, these results cannot be considered reliable for future decision-making. Donations and average gift
- Control: 15 gifts, $21.33 average gift
- Treatment: 14 gifts, $21.43 average gift