How an offer with low appeal affects donor conversion
Experiment ID: #4813
Buckner International
Experiment Summary
Timeframe: 08/09/2016 - 08/19/2016
During Buckner’s Shoes for Orphan’s Souls campaign, we ran a series of experiments with the goal of boosting donor conversion. One of the experiments was to run Facebook ads asking directly for a gift to the campaign. The normal flow for Facebook acquisition is to offer a premium in exchange for an email address followed by a donation ask. However, with this specific campaign, we thought a gift may be an appealing enough offer that the initial email acquisition was not necessary.
To make sure we got the most out of this campaign, we created two landing page treatments to test for the offer. The goal was to ensure we were going with the right message for the audience. The control included some additional language around Buckner International and the broader mission while the treatment focused specifically on the Shoes aspect of the ministry.
Research Question
Which donation page treatment will receive the highest amount of revenue?
Design
C: General Buckner Value Proposition
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | General Buckner Value Proposition | 0.00% | ||
| T1: | Shoes-Specific Value Proposition | 0.00% | 0.0% | 0.0% |
This experiment has a required sample size of 1 in order to be valid. Since the experiment had a total sample size of 278, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The results of this experiment spoke more towards the general appeal of the offer than the individual results of the pages. After spending $200 on ads, we did not net a single donor. As a result, we shut down the offer before we could achieve a valid sample size and result. This concept, “general Buckner value prop” vs. “Shoes specific value prop” is a concept worth testing again next August.