The Missionary Oblates of Mary Immaculate

How narrowing donation options from multiple to one affects donation revenue

Experiment ID: #9699

The Missionary Oblates of Mary Immaculate

The Missionary Oblates of Mary Immaculate are a Roman Catholic congregation of priests and brothers founded after the French Revolution by St. Eugene De Mazenod to work among the poor. Today there are nearly 4,000 missionaries working in more than 60 countries around the world.

Experiment Summary

Timeframe: 10/30/2018 - 12/14/2018

The Missionary Oblates have a place on their website that allows people to submit a prayer request. After submitting their request, they are taken to a page with a donate button, along with 6 other options for premiums. They wanted to test the effectiveness of narrowing the 7 options down to just one- a donate request, with added value proposition copy to support their donation.

Research Question

Does narrowing purchase options to one donation opportunity instead of 7 increase likelihood to give, and increase revenue from donations?

Design

C: Control
T1: Only donate

Results

 Treatment NameConv. RateRelative DifferenceConfidenceAverage Gift
C: Control 2.3%$0.00
T1: Only donate 0.88%-62.4% 100.0%$0.00

This experiment has a required sample size of 566 in order to be valid. Since the experiment had a total sample size of 6,472, 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
× 62.4% decrease in conversion rate
× 0% increase in average gift

Key Learnings

This test led to a decrease in overall conversion, but a higher average gift. This can be attributed to the additional value proposition that was added to the page. We are looking into whether the control donations or product purchases can be isolated. This would then tell us which version motivated more donors rather than product purchasers.


Experiment Documented by Allison Autrey

Question about experiment #9699

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.