How using a premium on a donation page impacts donor conversion Experiment ID: #19285

Back to the Bible

Experiment Summary

Timeframe: 3/28/2019 - 6/29/2019

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?


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.

Experiment Documented by...

Courtney Gaines

Courtney is a Vice President 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.