How a direct donation ask affected donor conversion after a name acquisition offer.
Experiment ID: #4773
Harvest Ministries
Experiment Summary
Timeframe: 08/11/2016 - 08/15/2016
Harvest Ministries offers a free Daily Devotional for people. On the confirmation page of the Daily Devotional sign-up, they wanted to see if they could acquire donors. They tested two different methods. On the control confirmation page they offered a free online course called, Tell Someone, that asked for a donation after someone signed up for the course. The treatment confirmation page asked directly asked for a donation to Harvest Ministries.
They A/B tested this.
Research Question
Which variation would increase donations?
Design
C: Online Course Offer Then Donation Ask
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T1: Direct Donation Ask
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Online Course Offer Then Donation Ask | 0.51% | $20.71 | ||
| T1: | Direct Donation Ask | 1.8% | 242.4% | 98.3% | $12.85 |
This experiment has a required sample size of 469 in order to be valid. Since the experiment had a total sample size of 2,110, 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
× 242.4% increase in conversion rate
× 38.0% decrease in average gift
112.4% increase in revenue
Key Learnings
By asking for a direct donation after the Daily Devo sign-up rather than offering a person a free online course and then asking for a donation, they were able to increase donations by 242.4%.
While the average gift for the online course donation process had a higher average gift ($20 compared to $12 for the direction donation process), the conversion rate was so much greater on the direct ask that initial data showed an increase in revenue by 112%. This revenue goal didn’t validate, but was important information to take into consideration when evaluating the overall impact of each variation.
The online course variation may have created friction in the donation process. People were motivated enough to immediately give a donation after the Daily Devo sign-up rather than needing to be offered another engagement piece (the online course) before giving.
The direct donation process was deployed to 100% of the Daily Devo confirmation page traffic after these results. Additional testing will now be done to the value proposition of this page in efforts to further optimize donor conversion.