How lowering the gift array options for an acquisition offer affects donor conversion rate
Experiment ID: #108496
Luther Seminary
Experiment Summary
Timeframe: 09/29/2022 - 10/20/2022
Luther Seminary has been running an acquisition offer on Facebook for a free online course for the book of Revelation. The other acquisition offers they are offering are free study guides for the Book of Proverbs and Book of Revelation, so this online course was something different and new to give to their audience.
The performance of this online course shortly after launching it was very good with the ICR averaging at 4.7% and the GCPD averaging at $110.
We’ve been testing the lower gift array on both study guide funnels since the control gift array seems to be a high ask for an offer with a lower value. We decided to test this same concept on this online course since, historically, online courses are perceived to provide more value to potential donors.
We wanted to see if this audience would react any differently to seeing a lower gift array when offered a higher value free resource.
Research Question
We believe that lowering the gift array options for potential donors who just signed up for an online course will achieve a higher donor conversion rate on the instant donation page.
Design
C: Control
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Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $3.20 | $48.64 | ||
| T1: | lower gift array | $1.75 | -45.5% | 97.6% | $30.50 |
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
× 13.1% decrease in conversion rate
× 37.3% decrease in average gift
45.5% decrease in revenue
Key Learnings
The lower gift array did not have an effect on donor conversion rate as we saw a 13.1% decrease in conversion rate with only a 43.3% LoC. Although, the lower gift array did have a large impact on average gift resulting in a 45.4% decrease in revenue with a 97.6% LoC.
We believe this happened because the donors on the control page saw the value of this online course therefore the lowest ask of $50 did not sway them from giving a gift. But the donors who saw the treatment page were more likely to give a smaller gift of $25.
We now can assume that donors are more likely to give higher gifts when presented the option to do so when the offer they received is of high value.
Observations of the impact on other visitor segments in the experiment:
- New visitors had a 34.7% decrease in revenue with an 89% level of confidence.
- Email visitors had a 50.8% decrease in revenue with a 98% level of confidence.
- Returning visitors had a 72.2% decrease in revenue with a 97% level of confidence.