How adding a donation opportunity at the end of an article can impact donor conversion Experiment ID: #9637

EWTN

Experiment Summary

Ended On: 11/5/2018

The Catholic News Agency website get significant traffic to their article pages. In an effort to convert some of these website visitors into donors, we hypothesized that putting a contextualized donation ask at the end of the article might motivate people to make a donation. To do this, we created a “Dear Reader” feature at the end of the article with a link to CNA’s donation page. We tested this against not having a contextualized donation ask at the end of the article, but kept the “Donate Now” button at the top of the navigation. We did a 50/50 split test.

Research Question

How would a “Dear Reader” donation opportunity at the end of CNA’s article’s impact donor conversion.

Design

C: No Dear Reader
T1: Dear Reader at end of article

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: No Dear Reader 0.00%
T1: Dear Reader at end of article 0.01% 567.9% 100.0%

This experiment has a required sample size of 41,096 in order to be valid. Since the experiment had a total sample size of 358,273, 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
× 567.9% increase in conversion rate
× 0% increase in average gift

Key Learnings

Since launching the experiment two weeks ago, the Dear Reader feature was responsible for 26 of the 30 total donations to the CNA website. This represented 82% of the total revenue for CNA. The Dear Reader feature provided a timely and relevant opportunity for the highly engaged CNA readers to give. Because these readers are highly engaged, and we communicated to them in this contextualized way, we were able to convert .01% of them into donors. That percentage might not sound significant, but when you look at it’s overall impact, this feature has the potential to convert 52 donors a month (based on only 50% of the traffic seeing this feature). When you consider that there were only 3 TOTAL donations made through the CNA website last month, this is a 1633% increase in donations a month just by having the Dear Reader feature on 50% of the article pages. We believe this percentage can actually be more because we have now pushed this feature to all CNA articles.


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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.