How a premium offer impacts donor conversion when compared to a product offer
Experiment ID: #86817
FamilyLife
Experiment Summary
Timeframe: 03/01/2022 - 03/21/2022
FamilyLife has a store where they offer products to help you grow in your faith. One of the products that has done historically well is the Resurrection Eggs.
Additionally, over the past year, FamilyLife has found huge success in their paid media acquisition efforts to offer products that are normally found in their store as a “thank you gift” or premium offer when you make a gift of any amount on a donation page. This strategy has changed their acquisition strategy dramatically and is one of the biggest drivers of new donor acquisition. Knowing this, they wanted to see what the impact was on offer the Resurrection Eggs as a product offer from their store vs a premium offer for a donation. What would the difference in donor conversion be between the two experiences.
Traffic was pushed to both of the experiences through paid Facebook ads that promoted the product/premium. The ads were identical for both experiences and funnels.
Research Question
We hypothesized that a premium offer may increase conversion over a product offer.
Design
C: Product Offer
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[thumb_448_410-height] => 222
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Product_Offer-2-896x445.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 445
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Product_Offer-2-574x285.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 285
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Product_Offer-2-776x385.png
[thumb_776_395-width] => 776
[thumb_776_395-height] => 385
) ) [1] => Array
(
[ID] => 63773
[id] => 63773
[title] => Premium_Offer.png
[filename] => Premium_Offer-2.png
[filesize] => 695710
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Premium_Offer-2.png
[link] => https://www.nextafter.com/experiments/how-a-premium-offer-impacts-donor-conversion-when-compared-to-a-product-offer/attachment/premium_offer-png-16/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => premium_offer-png-16
[status] => inherit
[uploaded_to] => 32345
[date] => 2024-08-09 19:12:48
[modified] => 2024-08-09 19:12:48
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 810
[height] => 1384
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Premium_Offer-2-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Premium_Offer-2-176x300.png
[medium-width] => 176
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Premium_Offer-2-768x1312.png
[medium_large-width] => 640
[medium_large-height] => 1093
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Premium_Offer-2-599x1024.png
[large-width] => 599
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Premium_Offer-2.png
[1536x1536-width] => 810
[1536x1536-height] => 1384
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Premium_Offer-2.png
[2048x2048-width] => 810
[2048x2048-height] => 1384
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Premium_Offer-2-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Premium_Offer-2-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Premium_Offer-2-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Premium_Offer-2-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Premium_Offer-2-29x50.png
[admin-width] => 29
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Premium_Offer-2.png
[full-width] => 810
[full-height] => 1384
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Premium_Offer-2-372x636.png
[thumb_372-width] => 372
[thumb_372-height] => 636
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Premium_Offer-2-366x625.png
[single_post_thumbnail-width] => 366
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Premium_Offer-2-19x32.png
[thumb_32_32-width] => 19
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Premium_Offer-2-28x48.png
[thumb_48_48-width] => 28
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Premium_Offer-2-37x64.png
[thumb_64_64-width] => 37
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Premium_Offer-2-75x128.png
[thumb_128_128-width] => 75
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Premium_Offer-2-39x67.png
[thumb_122_67-width] => 39
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Premium_Offer-2-90x153.png
[thumb_153_153-width] => 90
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Premium_Offer-2-95x163.png
[thumb_130_163-width] => 95
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Premium_Offer-2-104x177.png
[thumb_232_177-width] => 104
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Premium_Offer-2-380x650.png
[thumb_272_325-width] => 380
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Premium_Offer-2-203x346.png
[thumb_271_346-width] => 203
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Premium_Offer-2-159x271.png
[thumb_271_271-width] => 159
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Premium_Offer-2-101x172.png
[thumb_272_172-width] => 101
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Premium_Offer-2-270x461.png
[thumb_372_461-width] => 270
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Premium_Offer-2-293x500.png
[thumb_372_500-width] => 293
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Premium_Offer-2-158x270.png
[thumb_385_270-width] => 158
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Premium_Offer-2-141x241.png
[thumb_416_241-width] => 141
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Premium_Offer-2-240x410.png
[thumb_448_410-width] => 240
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Premium_Offer-2-480x820.png
[thumb_448_410_retina-width] => 480
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Premium_Offer-2-224x382.png
[thumb_574_382-width] => 224
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Premium_Offer-2-231x395.png
[thumb_776_395-width] => 231
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Product Offer | 1.3% | $0.00 | ||
| T1: | Premium Offer | 5.3% | 298.8% | 100.0% | $0.00 |
This experiment has a required sample size of 162 in order to be valid. Since the experiment had a total sample size of 1,442, 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
× 298.8% increase in conversion rate
× 0% increase in average gift