How asking for a recurring gift vs. a single gift affects conversion in a “Dear Reader” experiment
Experiment ID: #8463
Care Net
Experiment Summary
Timeframe: 01/16/2018 - 01/25/2018
Through previous testing, Care Net found that by inserting a “Dear Reader” feature at the end of their blog posts, they were able to increase the number of people to their donation page. During the month of January, Care Net made an asserted effort to acquire more recurring donors. To support this effort, they tested adding a recurring focused ask in the “Dear Reader” feature instead of a one-time donation.
Research Question
Does asking for a recurring donation affect conversion in a Dear Reader experiment?
Design
C: Dear Reader (single donation)
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Dear Reader (single donation) | 0.39% | ||
| T1: | Dear Reader (recurring focused) | 0.25% | -35.4% | 50.4% |
This experiment has a required sample size of 12,884 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
You can see in the data that we weren’t able to validate the experiment in the short time that we ran it. We needed to turn off this experiment earlier than planned resulting in a small sample size. Because the Dear Reader feature gets more people to the donation page, we recommend testing this recurring gift focus again because of the potential revenue impact it could have.