The Missionary Oblates of Mary Immaculate

How presenting a relevant premium offer on a page with high volumes of traffic can impact donor conversion.

Experiment ID: #7325

The Missionary Oblates of Mary Immaculate

The Missionary Oblates of Mary Immaculate are a Roman Catholic congregation of priests and brothers founded after the French Revolution by St. Eugene De Mazenod to work among the poor. Today there are nearly 4,000 missionaries working in more than 60 countries around the world.

Experiment Summary

Timeframe: 07/17/2017 - 09/05/2017

The Missionary Oblates of Mary Immaculate get significant traffic to their Daily Prayers webpage. People are coming to this webpage from a daily email. Knowing the significant amount of traffic the page gets, we hypothesized we might be able to convert some of these web visitors into donors. We tested adding a donation opportunity on the page with a relevant premium offer. We split the traffic and tested the two variables.

Research Question

How would adding a donation appeal impact donor conversion?

Design

C: Control
T1: Treatment Page

Results

 Treatment NameConv. RateRelative DifferenceConfidenceAverage Gift
C: Control 0.21%$31.49
T1: Treatment Page 0.25%23.2% 83.5%$24.66

This experiment has a required sample size of 77,291 in order to be valid. Since the experiment had a total sample size of 77,755, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

While the results weren’t statistically valid (83.5%), we were able to increase donor conversion by 23.2%. What this shows us is that we can convert high volumes highly engaged traffic into donors when we present them with a donation opportunity with a relevant premium offer.


Experiment Documented by Courtney Gaines
Courtney Gaines is Vice President at NextAfter.

Question about experiment #7325

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.