How adding a premium to a donation page impacts donor conversion
Care Net
Experiment Summary
Timeframe: 10/20/2017 - 11/30/2017
CareNet was offering the Pro-Life 101 course DVD set as a premium for a donation on the Pro-Life 101 online course page. They wanted to see if offering the tangible version of the course would increase the perceived value of the offer and increase donations.
Research Question
How does adding a premium to a donation page affect donor conversion?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 3.4% | $48.00 | ||
| T1: | Added DVD kit premium | 0.59% | -82.6% | 99.9% | $69.00 |
This experiment has a required sample size of 194 in order to be valid. Since the experiment had a total sample size of 1,040, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
0% increase in traffic
× 82.6% decrease in conversion rate
× 43.8% increase in average gift
75.0% decrease in revenue
Key Learnings
People seeing the instant donation page don’t know if they want the whole DVD set yet, because they haven’t taken the course yet. We’re giving people too much before they’re ready, which impacted donations in a negative way.