How a direct donation ask vs a premium offer affects conversion rate
Experiment ID: #3372
Human Coalition
Experiment Summary
Timeframe: 02/23/2016 - 03/09/2016
Online for Life created a petition called the End Abortion Declaration. People were pushed to the petition through Facebook advertising and banner ads. After someone would sign the petition, they were presented with a thank you and donation page. In efforts to increase donations, they set up a test. The control was presenting people with the opportunity to get a “Save the Baby Humans” in exchange for a gift to Online for Life. While this had worked well for previous offers, they wanted to test how it would perform against a direct donation ask with value proposition language that supported the End Abortion Declaration. They did an A/B split test to see which donation experience would perform better.
Research Question
How would a direct donation ask effect conversion rate?
Design
C: Sticker Offer/Donation
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T1: Direct Donation
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Sticker Offer/Donation | 0.71% | $55.00 | ||
| T1: | Direct Donation | 0.30% | -57.4% | 92.9% | $30.00 |
This experiment has a required sample size of 2,345 in order to be valid. Since the experiment had a total sample size of 3,981, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The sticker offer had a much higher conversion rate and resulted in the direct donation ask having a decrease in conversion rate by 57.4%.
This tells us that even though the direct donation landing page reinforced the value proposition of the declaration they just signed, they weren’t motivated enough to give to the cause. But when presented with something they could get – the sticker – they converted instantly and gave a donation. The perceived value of receiving the sticker also caused people to give at a much higher rate as represented by the average gift.
The sticker offer was deployed for the remainder of the campaign.