Pathway to Victory
How offering up a digital version of a premium increased conversion rates for Pathway to Victory
Experiment ID: #95798
Pathway to Victory
Experiment Summary
Timeframe: 05/03/2022 - 05/31/2022
Pathway to Victory is a ministry who has built a fundraising program around the offer of premiums—books, pamphlets, brochures, etc. Most of their new name acquisition efforts (not donor acquisition) focused around offering up brochures and pamphlets that were then mailed to the recipient. Because this fulfillment process usually took a month, we hypothesized that offering an instant digital download of the same exact premium, in PDF format, would drive a higher email acquisition rate at a much lower cost to acquire.
This is an extension of an experiment we tested with a single premium in April; for this experiment, we were testing the Jesus Map premium resources.
Research Question
We believe that offering an instant digital download for resources seekers will achieve a higher conversion rate.
Design
C: Control
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T1: Treatment #1
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence |
---|
C: | Control | 0.51% | | |
T1: | Treatment #1 | 0.61% | 21.1% | 100.0% |
This experiment has a required sample size of
36,772 in order to be valid. Since the experiment had a total sample size of
475,748, 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
× 21.1% increase in conversion rate
× 0% increase in average gift
Key Learnings
There are a couple of key takeaways from this experiment:
- The email conversion rate increased by 21% with the digital premium offer. This was most likely due to not requiring a physical mailing address (shorter form equals less friction), but could also be related to the instant gratification a potential sign-up would get with a digital download, versus having to wait for the premium to be mailed to them.
- The cost to acquire an email address with the digital premium was 9% higher.
- There was also a 30% decline in the number of donations post-sign up with the digital version.
Since this is an experiment we’ve run across all premium offers for Pathway to Victory, and results are mixed depending on the offer, we are continuing to test out this concept and also look at downstream impact for the digital sign-ups.