How adding a $5 minimum gift requirement impacts donor conversion rates
Experiment ID: #28506
The Missionary Oblates of Mary Immaculate
Experiment Summary
Timeframe: 02/20/2020 - 04/17/2020
The Missionary Oblates of Mary Immaculate serve poor and needy people in the United States and more than 70 countries around the world. One of their most popular digital acquisition offers is the Our Lady of Lourdes digital novena.
Traditionally, there was a premium associated with this offer in an effort to get ebook sign-ups to donate, with an offer of a vial of water from the sacred Lourdes grotto in France as a thank for a donor’s gift. For this experiment, we added a $5 minimum donation to the premium ask to see whether it would have an impact on donor conversion rates.
Research Question
We believe that adding a minimum donation amount for donors will achieve a change in conversion rates..
Design
C: Control
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Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $1.12 | $26.81 | ||
| T1: | $5 Minimum | $1.21 | 7.9% | 72.2% | $22.41 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was not met so these experiment results are not valid.
Key Learnings
Adding in the $5 minimum gift, with language that made it clear the minimum was to cover shipping and handling costs, had a slight increase of 8% in terms of revenue per visitor, with a 72% level of confidence. Moreover, there was a 28% increase in overall donation conversion rates with a 98% level of confidence.
Our hypothesis is that by positioning the minimum gift requirement as a way to make sure the donor’s donation is maximized (instead of spent on shipping and handling) led donors to be more generous with their gifts.
This kind of language merits continued testing throughout premium acquisition offers for the Oblates.