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.

Experiment Summary

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.

Research Question

Does offering a book premium increase instant donor conversion?


C: Control
T1: With Book Premium


Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 3.6% $31.00
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.

Key Learnings

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.

Experiment Documented by...

Allison Jones

Allison is an Optimization Associate at NextAfter. If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.