How using a premium on a donation page impacts donor conversion
Back to the Bible
Experiment Summary
Timeframe: 03/28/2019 - 06/29/2019
Back to the Bible offered people the opportunity to get a free Bible Reading Plan. After a person would sign up for the offer they were presented an instant donation ask. Back to the Bible has used premiums frequently to convert donor in email appeals. We hypothesized that using a premium on an instant donation page might help increase instant donor conversion.
Research Question
Would a premium offer on a donation page improve instant donor conversion?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.65% | $0.00 | ||
| T1: | Premium | 1.3% | 92.1% | 96.6% | $0.00 |
This experiment has a required sample size of 1,963 in order to be valid. Since the experiment had a total sample size of 4,846, 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
× 92.1% increase in conversion rate
× 0% increase in average gift
Key Learnings
Having a premium offer on an instant donation page increased donor conversion by 92% on mobile devices! What this tells us is that an added incentive helps increase the motivation of a donor to convert.