Care Net

How adding a premium to a donation page impacts donor conversion

Experiment ID: #7809

Care Net

Experiment Summary

Timeframe: 10/20/2017 - 11/30/2017

CareNet was offering the Pro-Life 101 course DVD set as a premium for a donation on the Pro-Life 101 online course page. They wanted to see if offering the tangible version of the course would increase the perceived value of the offer and increase donations.

Research Question

How does adding a premium to a donation page affect donor conversion?

Design

C: Control
Array ( [0] => Array ( [ID] => 14293 [id] => 14293 [title] => Screen-Shot-2017-11-02-at-9.21.11-AM.png [filename] => Screen-Shot-2017-11-02-at-9.21.11-AM.png [filesize] => 0 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM.png [link] => https://www.nextafter.com/experiments/how-adding-a-premium-to-a-donation-page-impacts-donor-conversion/attachment/screen-shot-2017-11-02-at-9-21-11-am-png/ [alt] => [author] => 14 [description] => [caption] => [name] => screen-shot-2017-11-02-at-9-21-11-am-png [status] => inherit [uploaded_to] => 14292 [date] => 2021-02-25 08:05:37 [modified] => 2021-02-25 08:05:37 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 947 [height] => 621 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-300x197.png [medium-width] => 300 [medium-height] => 197 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-768x504.png [medium_large-width] => 640 [medium_large-height] => 420 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM.png [large-width] => 640 [large-height] => 420 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM.png [1536x1536-width] => 947 [1536x1536-height] => 621 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM.png [2048x2048-width] => 947 [2048x2048-height] => 621 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-600x400.png [ab-block-post-grid-landscape-width] => 600 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-600x600.png [ab-block-post-grid-square-width] => 600 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 459 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-50x33.png [admin-width] => 50 [admin-height] => 33 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM.png [full-width] => 947 [full-height] => 621 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-372x244.png [thumb_372-width] => 372 [thumb_372-height] => 244 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM.png [single_post_thumbnail-width] => 947 [single_post_thumbnail-height] => 621 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-32x21.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 21 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-48x31.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 31 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-64x42.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 42 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-128x84.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 84 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-102x67.png [thumb_122_67-width] => 102 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-153x100.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 100 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-130x85.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 85 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-232x152.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 152 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-544x357.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 357 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-271x178.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 178 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-271x178.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 178 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-262x172.png [thumb_272_172-width] => 262 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-372x244.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 244 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-372x244.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 244 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-385x252.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 252 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-368x241.png [thumb_416_241-width] => 368 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-448x294.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 294 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-896x588.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 588 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-574x376.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 376 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-602x395.png [thumb_776_395-width] => 602 [thumb_776_395-height] => 395 ) ) [1] => Array ( [ID] => 14294 [id] => 14294 [title] => Screen-Shot-2017-11-02-at-9.21.31-AM.png [filename] => Screen-Shot-2017-11-02-at-9.21.31-AM.png [filesize] => 0 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM.png [link] => https://www.nextafter.com/experiments/how-adding-a-premium-to-a-donation-page-impacts-donor-conversion/attachment/screen-shot-2017-11-02-at-9-21-31-am-png/ [alt] => [author] => 14 [description] => [caption] => [name] => screen-shot-2017-11-02-at-9-21-31-am-png [status] => inherit [uploaded_to] => 14292 [date] => 2021-02-25 08:05:43 [modified] => 2021-02-25 08:05:43 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 945 [height] => 644 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-300x204.png [medium-width] => 300 [medium-height] => 204 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-768x523.png [medium_large-width] => 640 [medium_large-height] => 436 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM.png [large-width] => 640 [large-height] => 436 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM.png [1536x1536-width] => 945 [1536x1536-height] => 644 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM.png [2048x2048-width] => 945 [2048x2048-height] => 644 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-600x400.png [ab-block-post-grid-landscape-width] => 600 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-600x600.png [ab-block-post-grid-square-width] => 600 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 477 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-50x34.png [admin-width] => 50 [admin-height] => 34 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM.png [full-width] => 945 [full-height] => 644 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-372x254.png [thumb_372-width] => 372 [thumb_372-height] => 254 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-917x625.png [single_post_thumbnail-width] => 917 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-32x22.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 22 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-48x33.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 33 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-64x44.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 44 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-128x87.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 87 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-98x67.png [thumb_122_67-width] => 98 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-153x104.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 104 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-130x89.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 89 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-232x158.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 158 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-544x371.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 371 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-271x185.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 185 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-271x185.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 185 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-252x172.png [thumb_272_172-width] => 252 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-372x254.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 254 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-372x254.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 254 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-385x262.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 262 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-354x241.png [thumb_416_241-width] => 354 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-448x305.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 305 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-896x611.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 611 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-561x382.png [thumb_574_382-width] => 561 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-580x395.png [thumb_776_395-width] => 580 [thumb_776_395-height] => 395 ) ) )
T1: Added DVD kit premium
Array ( [0] => Array ( [ID] => 14293 [id] => 14293 [title] => Screen-Shot-2017-11-02-at-9.21.11-AM.png [filename] => Screen-Shot-2017-11-02-at-9.21.11-AM.png [filesize] => 0 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM.png [link] => https://www.nextafter.com/experiments/how-adding-a-premium-to-a-donation-page-impacts-donor-conversion/attachment/screen-shot-2017-11-02-at-9-21-11-am-png/ [alt] => [author] => 14 [description] => [caption] => [name] => screen-shot-2017-11-02-at-9-21-11-am-png [status] => inherit [uploaded_to] => 14292 [date] => 2021-02-25 08:05:37 [modified] => 2021-02-25 08:05:37 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 947 [height] => 621 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-300x197.png [medium-width] => 300 [medium-height] => 197 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-768x504.png [medium_large-width] => 640 [medium_large-height] => 420 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM.png [large-width] => 640 [large-height] => 420 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM.png [1536x1536-width] => 947 [1536x1536-height] => 621 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM.png [2048x2048-width] => 947 [2048x2048-height] => 621 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-600x400.png [ab-block-post-grid-landscape-width] => 600 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-600x600.png [ab-block-post-grid-square-width] => 600 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 459 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-50x33.png [admin-width] => 50 [admin-height] => 33 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM.png [full-width] => 947 [full-height] => 621 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-372x244.png [thumb_372-width] => 372 [thumb_372-height] => 244 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM.png [single_post_thumbnail-width] => 947 [single_post_thumbnail-height] => 621 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-32x21.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 21 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-48x31.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 31 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-64x42.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 42 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-128x84.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 84 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-102x67.png [thumb_122_67-width] => 102 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-153x100.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 100 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-130x85.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 85 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-232x152.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 152 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-544x357.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 357 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-271x178.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 178 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-271x178.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 178 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-262x172.png [thumb_272_172-width] => 262 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-372x244.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 244 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-372x244.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 244 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-385x252.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 252 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-368x241.png [thumb_416_241-width] => 368 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-448x294.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 294 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-896x588.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 588 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-574x376.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 376 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.11-AM-602x395.png [thumb_776_395-width] => 602 [thumb_776_395-height] => 395 ) ) [1] => Array ( [ID] => 14294 [id] => 14294 [title] => Screen-Shot-2017-11-02-at-9.21.31-AM.png [filename] => Screen-Shot-2017-11-02-at-9.21.31-AM.png [filesize] => 0 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM.png [link] => https://www.nextafter.com/experiments/how-adding-a-premium-to-a-donation-page-impacts-donor-conversion/attachment/screen-shot-2017-11-02-at-9-21-31-am-png/ [alt] => [author] => 14 [description] => [caption] => [name] => screen-shot-2017-11-02-at-9-21-31-am-png [status] => inherit [uploaded_to] => 14292 [date] => 2021-02-25 08:05:43 [modified] => 2021-02-25 08:05:43 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 945 [height] => 644 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-300x204.png [medium-width] => 300 [medium-height] => 204 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-768x523.png [medium_large-width] => 640 [medium_large-height] => 436 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM.png [large-width] => 640 [large-height] => 436 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM.png [1536x1536-width] => 945 [1536x1536-height] => 644 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM.png [2048x2048-width] => 945 [2048x2048-height] => 644 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-600x400.png [ab-block-post-grid-landscape-width] => 600 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-600x600.png [ab-block-post-grid-square-width] => 600 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 477 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-50x34.png [admin-width] => 50 [admin-height] => 34 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM.png [full-width] => 945 [full-height] => 644 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-372x254.png [thumb_372-width] => 372 [thumb_372-height] => 254 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-917x625.png [single_post_thumbnail-width] => 917 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-32x22.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 22 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-48x33.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 33 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-64x44.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 44 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-128x87.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 87 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-98x67.png [thumb_122_67-width] => 98 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-153x104.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 104 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-130x89.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 89 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-232x158.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 158 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-544x371.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 371 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-271x185.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 185 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-271x185.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 185 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-252x172.png [thumb_272_172-width] => 252 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-372x254.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 254 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-372x254.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 254 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-385x262.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 262 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-354x241.png [thumb_416_241-width] => 354 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-448x305.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 305 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-896x611.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 611 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-561x382.png [thumb_574_382-width] => 561 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-11-02-at-9.21.31-AM-580x395.png [thumb_776_395-width] => 580 [thumb_776_395-height] => 395 ) ) )

Results

 Treatment NameConv. RateRelative DifferenceConfidenceAverage Gift
C: Control 3.4%$48.00
T1: Added DVD kit premium 0.59%-82.6% 99.9%$69.00

This experiment has a required sample size of 194 in order to be valid. Since the experiment had a total sample size of 1,040, 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
× 82.6% decrease in conversion rate
× 43.8% increase in average gift
75.0% decrease in revenue

Key Learnings

People seeing the instant donation page don’t know if they want the whole DVD set yet, because they haven’t taken the course yet. We’re giving people too much before they’re ready, which impacted donations in a negative way.


Experiment Documented by Allison Autrey

Question about experiment #7809

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.