How adding a premium to an instant donation page impacts average gift
Experiment ID: #91489
The Navigators
Experiment Summary
Timeframe: 04/14/2022 - 05/07/2022
The Navigators have an offer running on Facebook for the How to Memorize Scripture ebook. This has been one of their more popular ebooks on Facebook. We had a lot of traffic coming through these ads an a high sign up rate. In order to increase ROI for this offer, we wanted to increase the average gift that is given on the instant donation page. In order to do so, we wanted to run an experiment where we would use a thematically relevant resource (Topical Memory System) as a premium for a gift of $50 or more.
Traffic to this funnel is primarily driven by paid Facebook ads.
Research Question
We believe that adding a premium to an instant donation page for ebook downloaders will achieve a higher average gift .
Design
C: Control - No Premium
Array
(
[0] => Array
(
[ID] => 62983
[id] => 62983
[title] => Control_-_No_Premium.png
[filename] => Control_-_No_Premium-2.png
[filesize] => 494200
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2.png
[link] => https://www.nextafter.com/experiments/how-adding-a-premium-to-an-instant-donation-page-impacts-average-gift/attachment/control_-_no_premium-png-13/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control_-_no_premium-png-13
[status] => inherit
[uploaded_to] => 28517
[date] => 2024-08-08 20:49:55
[modified] => 2024-08-08 20:49:55
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1544
[height] => 1537
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-300x300.png
[medium-width] => 300
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-768x765.png
[medium_large-width] => 640
[medium_large-height] => 638
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-1024x1019.png
[large-width] => 640
[large-height] => 637
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-1536x1529.png
[1536x1536-width] => 1536
[1536x1536-height] => 1529
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2.png
[2048x2048-width] => 1544
[2048x2048-height] => 1537
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-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/Control_-_No_Premium-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/Control_-_No_Premium-2-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-50x50.png
[admin-width] => 50
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2.png
[full-width] => 1544
[full-height] => 1537
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-372x370.png
[thumb_372-width] => 372
[thumb_372-height] => 370
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-628x625.png
[single_post_thumbnail-width] => 628
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-32x32.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-48x48.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-64x64.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-128x128.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-67x67.png
[thumb_122_67-width] => 67
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-153x153.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-130x129.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 129
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-178x177.png
[thumb_232_177-width] => 178
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-544x542.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 542
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-271x270.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 270
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-271x271.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-173x172.png
[thumb_272_172-width] => 173
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-372x370.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 370
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-372x370.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 370
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-271x270.png
[thumb_385_270-width] => 271
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-242x241.png
[thumb_416_241-width] => 242
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-412x410.png
[thumb_448_410-width] => 412
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-824x820.png
[thumb_448_410_retina-width] => 824
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-384x382.png
[thumb_574_382-width] => 384
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-397x395.png
[thumb_776_395-width] => 397
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 62986
[id] => 62986
[title] => Treatment_-_With_Premium.png
[filename] => Treatment_-_With_Premium-2.png
[filesize] => 812309
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2.png
[link] => https://www.nextafter.com/experiments/how-adding-a-premium-to-an-instant-donation-page-impacts-average-gift/attachment/treatment_-_with_premium-png-23/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment_-_with_premium-png-23
[status] => inherit
[uploaded_to] => 28517
[date] => 2024-08-08 20:50:07
[modified] => 2024-08-08 20:50:07
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1585
[height] => 1727
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-275x300.png
[medium-width] => 275
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-768x837.png
[medium_large-width] => 640
[medium_large-height] => 698
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-940x1024.png
[large-width] => 640
[large-height] => 697
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-1410x1536.png
[1536x1536-width] => 1410
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2.png
[2048x2048-width] => 1585
[2048x2048-height] => 1727
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-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/Treatment_-_With_Premium-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/Treatment_-_With_Premium-2-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-46x50.png
[admin-width] => 46
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2.png
[full-width] => 1585
[full-height] => 1727
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-372x405.png
[thumb_372-width] => 372
[thumb_372-height] => 405
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-574x625.png
[single_post_thumbnail-width] => 574
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-29x32.png
[thumb_32_32-width] => 29
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-44x48.png
[thumb_48_48-width] => 44
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-59x64.png
[thumb_64_64-width] => 59
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-117x128.png
[thumb_128_128-width] => 117
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-61x67.png
[thumb_122_67-width] => 61
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-140x153.png
[thumb_153_153-width] => 140
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-130x142.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 142
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-162x177.png
[thumb_232_177-width] => 162
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-544x593.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 593
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-271x295.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 295
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-249x271.png
[thumb_271_271-width] => 249
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-158x172.png
[thumb_272_172-width] => 158
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-372x405.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 405
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-372x405.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 405
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-248x270.png
[thumb_385_270-width] => 248
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-221x241.png
[thumb_416_241-width] => 221
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-376x410.png
[thumb_448_410-width] => 376
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-753x820.png
[thumb_448_410_retina-width] => 753
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-351x382.png
[thumb_574_382-width] => 351
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-363x395.png
[thumb_776_395-width] => 363
[thumb_776_395-height] => 395
) ) )
T1: Treatment - With Premium
Array
(
[0] => Array
(
[ID] => 62983
[id] => 62983
[title] => Control_-_No_Premium.png
[filename] => Control_-_No_Premium-2.png
[filesize] => 494200
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2.png
[link] => https://www.nextafter.com/experiments/how-adding-a-premium-to-an-instant-donation-page-impacts-average-gift/attachment/control_-_no_premium-png-13/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control_-_no_premium-png-13
[status] => inherit
[uploaded_to] => 28517
[date] => 2024-08-08 20:49:55
[modified] => 2024-08-08 20:49:55
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1544
[height] => 1537
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-300x300.png
[medium-width] => 300
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-768x765.png
[medium_large-width] => 640
[medium_large-height] => 638
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-1024x1019.png
[large-width] => 640
[large-height] => 637
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-1536x1529.png
[1536x1536-width] => 1536
[1536x1536-height] => 1529
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2.png
[2048x2048-width] => 1544
[2048x2048-height] => 1537
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-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/Control_-_No_Premium-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/Control_-_No_Premium-2-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-50x50.png
[admin-width] => 50
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2.png
[full-width] => 1544
[full-height] => 1537
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-372x370.png
[thumb_372-width] => 372
[thumb_372-height] => 370
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-628x625.png
[single_post_thumbnail-width] => 628
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-32x32.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-48x48.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-64x64.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-128x128.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-67x67.png
[thumb_122_67-width] => 67
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-153x153.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-130x129.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 129
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-178x177.png
[thumb_232_177-width] => 178
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-544x542.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 542
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-271x270.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 270
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-271x271.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-173x172.png
[thumb_272_172-width] => 173
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-372x370.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 370
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-372x370.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 370
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-271x270.png
[thumb_385_270-width] => 271
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-242x241.png
[thumb_416_241-width] => 242
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-412x410.png
[thumb_448_410-width] => 412
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-824x820.png
[thumb_448_410_retina-width] => 824
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-384x382.png
[thumb_574_382-width] => 384
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_No_Premium-2-397x395.png
[thumb_776_395-width] => 397
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 62986
[id] => 62986
[title] => Treatment_-_With_Premium.png
[filename] => Treatment_-_With_Premium-2.png
[filesize] => 812309
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2.png
[link] => https://www.nextafter.com/experiments/how-adding-a-premium-to-an-instant-donation-page-impacts-average-gift/attachment/treatment_-_with_premium-png-23/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment_-_with_premium-png-23
[status] => inherit
[uploaded_to] => 28517
[date] => 2024-08-08 20:50:07
[modified] => 2024-08-08 20:50:07
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1585
[height] => 1727
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-275x300.png
[medium-width] => 275
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-768x837.png
[medium_large-width] => 640
[medium_large-height] => 698
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-940x1024.png
[large-width] => 640
[large-height] => 697
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-1410x1536.png
[1536x1536-width] => 1410
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2.png
[2048x2048-width] => 1585
[2048x2048-height] => 1727
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-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/Treatment_-_With_Premium-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/Treatment_-_With_Premium-2-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-46x50.png
[admin-width] => 46
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2.png
[full-width] => 1585
[full-height] => 1727
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-372x405.png
[thumb_372-width] => 372
[thumb_372-height] => 405
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-574x625.png
[single_post_thumbnail-width] => 574
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-29x32.png
[thumb_32_32-width] => 29
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-44x48.png
[thumb_48_48-width] => 44
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-59x64.png
[thumb_64_64-width] => 59
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-117x128.png
[thumb_128_128-width] => 117
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-61x67.png
[thumb_122_67-width] => 61
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-140x153.png
[thumb_153_153-width] => 140
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-130x142.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 142
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-162x177.png
[thumb_232_177-width] => 162
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-544x593.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 593
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-271x295.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 295
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-249x271.png
[thumb_271_271-width] => 249
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-158x172.png
[thumb_272_172-width] => 158
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-372x405.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 405
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-372x405.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 405
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-248x270.png
[thumb_385_270-width] => 248
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-221x241.png
[thumb_416_241-width] => 221
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-376x410.png
[thumb_448_410-width] => 376
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-753x820.png
[thumb_448_410_retina-width] => 753
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-351x382.png
[thumb_574_382-width] => 351
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_With_Premium-2-363x395.png
[thumb_776_395-width] => 363
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control - No Premium | $0.22 | $15.57 | ||
| T1: | Treatment - With Premium | $0.62 | 183.6% | 99.7% | $47.60 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was met so these 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
× 7.2% decrease in conversion rate
× 205.6% increase in average gift
183.6% increase in revenue
Key Learnings
After running this experiment for a little over two weeks we saw a 183.6% valid lift in revenue with a level of confidence of 99.7%. When page visitors were given a specific ask of $50 or more and an incentive in the form of a premium, the average gift was $47. When there was no specific ask amount or premium incentive, the average gift was $15. We can conclude that The Navigators’ audiences are motivated by premium offers and are more likely to give a larger gift when presented with a specific amount and product premium. There was virtually no difference in donor conversion rate so this informs us that the premium is not why they give but rather an incentive to give an even larger gift than perhaps initially intended.
The next step in testing for The Navigators is to consolidate the giving process in 1-2 steps instead of the current 3-step approach.