How a membership offer on an instant donation page impacts conversion
Experiment ID: #12137
Alliance Defending Freedom
Experiment Summary
Timeframe: 01/04/2019 - 02/10/2019
As part of the efforts to validate the potential for a membership program within Alliance Defending Freedom, we identified three of the highest donor-motivated traffic portions of the website. One of these areas was the donation page shown after a visitors signs the “Statement of Belief” found on the blog and on the homepage. For this page, we then created a treatment that introduced the concept of membership and asked for a gift to support the “broad and far-reaching” work being done.
Research Question
Will a membership donation ask outperform the generic donation traditionally used?
Design
C: Control
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 1.5% | ||
| T1: | Membership | 0.99% | -35.8% | 88.9% |
This experiment has a required sample size of 3,162 in order to be valid. Since the experiment had a total sample size of 4,209, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
We did not reach a statistical level of significance with this experiment. Directionally, the membership concept seemed to produce a 36% decrease in donations directly to the campaign but this is something that needs to be further validated with additional testing.