How decreasing the ask amount on a content offer instant donation page impacted conversions (physical and digital resources)
Experiment ID: #113363
First Baptist Dallas
Experiment Summary
Ended On: 11/04/2022
Pathway to Victory is a broadcast ministry that has both physical and digital resources to acquire new names through Facebook and website traffic.
When a resource is requested, the individual completes a form to receive the item and is then directed to an instant donation page.
The gift array used on these instant donation pages was $25, $50, $75, $95.
As these are brand new people to Pathway to Victory, we wanted to see if reducing the array would increase motivation to make a donation.
Research Question
We believe that by reducing the gift array for new names acquired will achieve an increase in transactions because we have decreased the perceived sacrifice.
Design
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 4.2% | ||
| T1: | Treatment #1 | 8.7% | 106.0% | 100.0% |
This experiment has a required sample size of 230 in order to be valid. Since the experiment had a total sample size of 3,999, 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
× 106.0% increase in conversion rate
× 0% increase in average gift
Key Learnings
This experiment was conducted on both physical and digital resources, these results are a combination of those resource types.
A breakdown of physical resource results can be found here –
A breakdown of digital resource results can be found here –
By reducing the gift array down to $10, we saw a 106% increase in donations with a level of confidence of 99.9%.
Our hypothesis is that by dropping the gift array to begin at $10, we created an environment where the donation ask is less of a “risk” and “sacrifice” from the new potential donor. While someone may not want to make a gift of a larger amount, the ask of $10 is a “safe” level with minimal loss to the donor. For Pathway to Victory, they saw a 106% increase in people willing to make that gift so they were able to reap the increase in transactions which can translate to an increase in revenue. At the very least, Pathway to Victory acquired more new donors to build a relationship with and provide them opportunities to upgrade their gift or to give additional gifts in the future.