Dallas Theological Seminary
How suggested giving amounts on a donor acquisition page affects donor conversion rate
Experiment ID: #3084
Dallas Theological Seminary
Experiment Summary
Timeframe: 11/12/2015 - 01/28/2016
Dallas Theological Seminary offered an a free online course. The goal of the free online course was for email acquisition and donor acquisition. Immediately following the course sign-up page was a donation ask.
On the donation page, a premium was offered with an open giving field. We wanted to test that page with a treatment that had suggested giving amounts next to the premium. Our hypothesis was that by adding suggested giving amounts to the donation form we would show the value of the premium and be able to increase donor conversion rate and average gift.
Research Question
Which giving type would increase donor conversion rate and average gift?
Design
C: Open Giving Amount
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) ) )
Results
This experiment has a required sample size of
1,351,604 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95%
was not met so
the experiment results are not valid.
Key Learnings
DTS ran this test for a couple of months, with no signifiant results. We determined that for this donation page we would need to do a more radical test that included suggested giving amounts as one of the variables.