How presenting an offer inline with the content on a page impacts donor conversion Experiment ID: #9481

EWTN

Experiment Summary

Ended On: 10/8/2018

EWTN’s Daily Readings page is one of the most visited pages on the EWTN website. On this page they feature the Daily Mass Readings and video. In an effort to convert the traffic from this page into names and even donors for EWTN, we hypothesized adding an offer at the end of the Daily Readings might convert these highly engaged people. To test this, we tried two different offers; one content offer – the Pursuing Holiness eBook, and the other a donation ask. The content offer linked to the eBook acquisition page and the donation offer linked to the EWTN primary donation page. We tested these two offers against the control that gave people an opportunity to give at the top of the Daily Readings page.

Research Question

Would an offer convert traffic into names and donors for EWTN? What offer is the best kind of offer to convert traffic into names and donors?

Design

C: Daily Reading Page no Offer
T1: Daily Reading Page with Content Offer
T2: Daily Reading Page with Donation

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: Daily Reading Page no Offer 0.01%
T1: Daily Reading Page with Content Offer 0.04% 551.0% 100.0%
T2: Daily Reading Page with Donation 0.01% 105.6% 76.9%

This experiment has a required sample size of 19,045 in order to be valid. Since the experiment had a total sample size of 186,563, 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
× 551.0% increase in conversion rate
× 0% increase in average gift

Key Learnings

We were able to convert traffic into names and donors by presenting offers at the end of the Daily Readings page. What we learned was this:
1. By giving people a content offer – the Pursuing Holiness eBook we not only increased donor conversion on this page by 551%, but we also acquired 839 names for EWTN from people requesting the eBook. Through this offer we were able to convert 3% of the people who asked for the eBook into donors instantly!
2. Just by presenting a donation ask at the end of the Daily Readings page, we increased donor conversion by 105%. This feature didn’t validate, but the directional lift reinforces the idea that communicating a value proposition of why someone should give will increase donor motivation rather than just having a donate button at the top of a page.

Besides understanding if an offer on this page would convert traffic into names and donors for the organization, we also wanted to know which offer was best. While we found that the donation offer does increase donor conversion, the content offer ultimately converted not just more donors, but also names. This is, without a doubt, the best offer to feature on the Daily Readings page.

This experiment is a great example of the opportunity that we have on high traffic pages to convert these highly engaged people. The offers at the end of the page became an extension of what people came to this page to read.


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Experiment Documented by...

Courtney Gaines

Courtney is the Senior Director of Optimization 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.