How detailing the benefits of donating any amount using a monthly giving premium and incentive language impacted recurring donor giving and overall page conversion
CBN
Experiment Summary
Timeframe: 02/07/2024 - 02/19/2024
CBN is a large Christian media organization that co-produces a popular animated series called Superbook. CBN Animation’s SuperBook series has been seen by millions of children worldwide and is one of CBN’s most effective ministries for children and families.
A few months ago we tested new language on the Superbook donation page that exists to acquire new donors who want to support upcoming seasons of Superbook. In that test we added new language to the page that detailed the benefits that a user would receive if they gave to CBN as a monthly donor instead of a one-time donor. The goal of that test was to increase recurring donor conversion on the page – and it was successful! We validated a 50% increase in recurring giving, but that lift came with a valid decrease in overall conversion on the page. The full test write-up can be found here: https://app.winstonknows.com/e/ewBd
In this test, we want to determine whether it’s possible to add language that clarifies the benefits of monthly giving and increase monthly donor conversion without negatively impacting overall conversion on the page. Our hypothesis is that, if we incentive people to make a recurring gift to support Superbook while also clarifying the benefits associated with giving a gift of any amount we can drive more monthly donor conversion without hurting one-time giving.
Both pages in this test featured the same value proposition copy explaining what a donor’s gift would do, but the Treatment included some additional changes:
- Instead of saying “Your gift right now will…”, the Treatment said “Your gift of any amount will…”
- The Treatment also added a paragraph that said “As a bonus gift, for a monthly donation of $20 or more, in addition to all Superbook episodes, you will receive streaming access to CBN’s Partner Exclusive library of teachings, devotionals and partner premiums to help your family grow in their faith.”
We set up both versions of the page in VWO and split the traffic 50/50. CBN used ads, emails, and site content to push traffic to the page and ran the experiment for roughly 2 weeks.
Research Question
Our hypothesis is that clarifying the benefits associated with giving any amount, while also presenting the benefits of a monthly donation, will increase the number of donors choosing the monthly donation option on the Superbook giving page. This will increase the overall donation revenue without negatively impacting the conversion rate on the page.
Design
C: Control
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T1: Recurring Giving Language
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 2.2% | ||
| T1: | Recurring Giving Language | 5.5% | 153.3% | 99.9% |
This experiment has a required sample size of 260 in order to be valid. Since the experiment had a total sample size of 1,513, and the level of confidence is above 95% the 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
× 153.3% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this test is that clarifying the benefits associated with giving a gift of any amount, while also presenting the benefits of a monthly donation, significantly increased the number of donors who chose to make a monthly gift on the Superbook giving page. This change in language resulted in a 138.4% increase in Recurring Donation for All Traffic with a 99.9% statistical level of confidence.
In future experimentation, we should continue to emphasize the benefits of monthly giving while also highlighting the impact of giving any amount. In our next experiment we also want to test whether setting the default gift amount in the giving array to $20 will increase conversion and average gift, since right now the page is asking for a gift of $20 but the giving array defaults to $0.