How adding a premium to a donation page affects donor conversion Experiment ID: #7984
FamilyLife® has been committed to helping individuals find biblical help for their marriage and family relationships. Through the Weekend to Remember® marriage getaways, FamilyLife Today® radio broadcasts, The Art of Marriage® video event, and the many other resources and content, God has used FamilyLife to restore hope for millions of couples and transform their lives.
Timeframe: 11/15/2017 - 11/29/2017
FamilyLife wanted to increase instant donor conversion on their I Still Do donation page. They wanted to test whether offering a complementary book premium on the page would do this. The rest of the copy on the page remained the same.
Does offering a book premium increase instant donor conversion?
MECLABS Conversion Factors Targeted
C = 4m + 3v + 2( i - f) - 2a ©
Copyright 2015, MECLABS
|Treatment Name||Conv. Rate||Relative Difference||Confidence||Average Gift|
|T1:||With Book Premium||2.0%||-44.9%||67.0%||$18.75|
This experiment has a required sample size of 790 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.
The treatment page with the book premium decreased conversion rate by 44%. This test was not statistically valid, however, the trend towards lower conversion with a premium could be a result of people’s feeling that the course wasn’t “free” as advertised, but more transactional (you make a donation, we give you this). This could have led to the overall decrease in donations.