How adding an incentive to an instant donation page impacts conversion Experiment ID: #13943

Focus on the Family

Focus on the Family is a global Christian ministry dedicated to helping families thrive. We provide help and resources for couples to build healthy marriages that reflect God's design, and for parents to raise their children according to morals and values grounded in biblical principles.

Experiment Summary

Timeframe: 4/1/2019 - 4/12/2019

Focus on the Family offers a free online video series for parents, specifically for mom’s , on the topic of respecting your son. The video series is promoted through paid Facebook ads. Once a person signs up for the free video series they are presented with a confirmation page that is also a donation page. The original donation page had a healthy conversion rate, but we hypothesized we may be able to increase conversion by offering people an incentive if they made a donation. The incentive offer was a book that was written around the same topic as the content of the video series. We added an image of the book to the donation page and a line of copy that communicated they could get the book when they made a gift of $50 or more. The copy also communicated that the book was a great compliment to the content they were studying in the video series. 

Research Question

Would an incentive on the instant donation page increase donor conversion?

Design

C: Control
T1: Premium Offer

Results

Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 3.3% $0.00
T1: Premium Offer 6.3% 89.8% 100.0% $0.00

This experiment has a required sample size of 399 in order to be valid. Since the experiment had a total sample size of 6,178, 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
× 89.8% increase in conversion rate
× 0% increase in average gift

Key Learnings

Presenting an incentive on the instant donation page increased donor conversion by 90%! The conversion increased from 3.3 to 6.3%. By giving people not only an incentive, but a relevant incentive that could further help address their need, we were able to motivate more people to make a gift. 

It’s important when presenting an incentive to people on donation pages that the premium doesn’t become a “give to get” mentality, but that it adds value and can reinforce the content they are already getting from the organization. This experiment showcases that. 


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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.