How introducing a volunteer opportunity with a pledge impacted conversion Experiment ID: #9296

Care Net

Experiment Summary

Ended On: 8/8/2018

When we tested introducing our free online course, Pro-Life 101 with a pledge, we found it significantly increased conversion. More people were interested and ready to sign the pledge than were to say they wanted to take a free course. This increased traffic and gave a “micro yes” before they were introduced to the course on the signature confirmation page.

We hypothesized that this would work for our Making Life Disciples initiative as well. We had been seeing costs continuing to rise in our Facebook ads inviting people to volunteer to bring MLD to their local church. We decided to test asking them to sign a pledge saying “churches should help parents choose life!” and then introduce them to the Making Life Disciples Program.

Research Question

Does introducing a volunteer opportunity with a pledge increase conversion?

Design

C: Control
T1: Treatment #1

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: Control 0.84%
T1: Treatment #1 2.9% 242.8% 100.0%

This experiment has a required sample size of 411 in order to be valid. Since the experiment had a total sample size of 25,147, 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
× 242.8% increase in conversion rate
× 0% increase in average gift

Key Learnings

Providing people with a low commitment action that is closely aligned with your final goal significantly increases conversion. Not only did this increase ad clicks by 242.8%, it decreased the average cost per volunteer acquired from $124.21 to $11.29 a 90% decrease in cost!

That $11.29 average included some ads and lists that were underperforming. The best ad was $5.83 during the test period.


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Experiment Documented by...

Kevin Peters

Kevin is the Chief Technology Officer 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.