How the kind of offer presented on a homepage pop-up impacts donor conversion
Experiment ID: #10760
Boys Town
Experiment Summary
Timeframe: 11/01/2018 - 11/18/2018
Boys Town offers parents and grandparents content to help them in their parenting journey. This content is offered to people on their website and through paid media. They have offered this content on the homepage of their website as well. While this method has been great to acquire new email addresses for the organization, it hasn’t been great to acquire new donors. In an effort to increase this metric, they hypothesized testing a direct donation ask as a pop-up on their homepage against one of their better performing offers, a grandparent email series.
Research Question
Which offer would result in a higher donor conversion.
Design
C: Grandparent Content Offer with Donation Ask
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Grandparent Content Offer with Donation Ask | 0.00% | ||
| T1: | Direct Ask | 1.2% | 100.0% | 100.0% |
This experiment has a required sample size of 337 in order to be valid. Since the experiment had a total sample size of 2,992, 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
× 100.0% increase in conversion rate
× 0% increase in average gift
Key Learnings
While we were able to acquire email addresses with the grandparent offer, we weren’t able to convert any of those names into donors instantly. In fact, the grandparent offer received zero donations while the direct ask received 18 in a two week time period. The traffic coming to the homepage of the Boys Town site is relatively motivated to give and help families in need. This is a bit surprising knowing that the majority of the traffic coming to the site are new and not necessarily returning visitors. The direct ask concept is something we will want to continue to test by adding value proposition, having a donation page that matches the ask of the pop-up, segmenting the homepage traffic with specific content based on their engagement, etc.
In the month’s time that the direct ask pop-up was up, it brought in 110 donations and over $6,200 in revenue.