How presenting a gift of any amount instead of a direct ask impacts donor conversion on mobile devices.
Experiment ID: #10463
Focus on the Family
Experiment Summary
Timeframe: 12/21/2018 - 01/02/2019
During Focus on the Family’s year-end campaign, we hypothesized that we might be able to increase donor conversion on the homepage of mobile devices if we presented people with a relevant premium offer for a gift of any amount instead of a direct year-end donation ask. We featured a devotional book for the treatment that included an image of the book and the appeal. When people clicked through to the donation page, there was an appeal for year-end for a gift of any amount to get the book.
Research Question
Can we increase donor conversion on mobile devices during year-end by presenting a gift of any amount over a direct ask?
Design
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T1: GOAA Offer
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Expanded Banner | 0.02% | ||
| T1: | GOAA Offer | 0.02% | 2.0% | 7.6% |
This experiment has a required sample size of 81,972,654 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
This experiment didn’t validate and we saw little to no difference in donor conversion with the treatment. This is due to the motivation of donors during this point in the campaign. The experiment was launched the week prior to the end of the campaign when motivation is much higher. We propose testing this approach earlier in the campaign and even during the normal giving season to see the impact on donor conversion.