How adding a premium to the donation page impacts donor conversion
Experiment ID: #18110
Focus on the Family
Focus on the Family is a global Christian ministry dedicated to helping families thrive. We provide help and resources for couples to build healthy marriages that reflect God's design, and for parents to raise their children according to morals and values grounded in biblical principles.
Experiment Summary
Timeframe: 04/09/2019 - 07/11/2019
Focus on the Family was running a paid acquisition campaign through Facebook promoting a video series on intimacy in marriage. In a previous experiment for a different video series about parenting, they found that adding a premium offer on the donation page increased donor conversion. They wanted to test this approach with this marriage video series as well to see if they’d get the same/similar results. To test this, they added a premium to the donation page that people would see after they signed up for the free video series. The premium was the “5 Love Languages” book. They also added some copy about the premium to communicate the value of it to the end reader.
Research Question
Would a premium on the donation page increase donor conversion?
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 4.7% | ||
| T1: | Premium - 5 Love Languages | 5.6% | 18.6% | 73.7% |
This experiment has a required sample size of 4,878 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
While we weren’t able to validate the experiment, we did see a directional lift of 18%. The results of this experiment are in line with what we saw from the previous experiment with the parenting video series. We would propose rolling this approach out to future acquisition efforts. The premium adds incentive to convert more new names into donors. What is important to note is that the content of the premium offer reinforced the content of the video series they just signed up for. The premium becomes the next logical step in the conversion process for people looking to improve their marriage.