How adding an incentive to a donation page affects donor conversion
Experiment ID: #7175
FamilyLife
Experiment Summary
Timeframe: 07/21/2017 - 08/16/2017
FamilyLife was running a name acquisition offer that included a summer reading list for dads. They wanted to test if adding an incentive to the donation form would increase donor conversion- in this case, one of the books mentioned in the offer. All other elements of the page remained the same.
Research Question
Does adding an incentive to the donation page increase donor conversion?
Design
C: Original
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T1: With Free Book Premium
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Original | 0.24% | ||
| T1: | With Free Book Premium | 0.42% | 74.4% | 36.1% |
This experiment has a required sample size of 8,037 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
While this experiment didn’t validate, we saw a trend towards a significant increase in donor conversion if the test had continued to run. This could be due to the perceived value of the incentive, and/or because it increased the value of the offer itself by giving readers a headstart on the summer reading list.