How donation page imagery affects average gift
Experiment ID: #6070
Hillsdale College
Experiment Summary
Timeframe: 02/01/2017 - 02/06/2017
Hillsdale College offered their popular course “Constitution 101” on DVD as a premium for a donation of $100. So they put together a page and offered it to people who had signed up for the course as an opportunity to get a physical copy of the course material. The first offering to the house file was a huge success. However, they wondered if they could attract more visitors to upgrade to the higher offer, which offered the DVD plus their Constitution Reader book for a gift of $200.
One thing they noticed on the page was that the image only showed the DVD, since it was the featured premium in the copy. They hypothesized that, by highlighting the “combo” premium package including the book in the image, they could increase average gift.
They send out a second send to determine a winner.
Research Question
Will including the book in the offer image increase the average gift?
Design
C: DVD Feature
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Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | DVD Feature | $134.17 | $135.20 | ||
| T1: | Combo Package | $149.55 | 11.5% | 100.0% | $149.55 |
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
× 0.8% increase in conversion rate
× 10.6% increase in average gift
11.5% increase in revenue
Key Learnings
The second send delivered almost as much revenue as the first email. Although it attracted fewer gifts (as re-sends often do), it produced an 11.5% increase in average gift—which showed that highlighting the upgrade package visually on the page (without changing any copy on the page or in the email) incentivized more visitors to select the $200 gift amount to receive both premiums.
This experiment shows the power of the visual image and how it anchors desire for the visitor, convincing visitors to double their gift to receive twice as much. This will lead to testing upgrade offers on all of Hillsdale’s courses, and wherever a premium is featured.