How presenting a gift of any amount instead of a direct ask impacts donor conversion.
Experiment ID: #10440
Focus on the Family
Experiment Summary
Timeframe: 12/21/2018 - 01/02/2019
During Focus on the Family’s year-end campaign, we hypothesized that we might be able to increase donor conversion on the homepage if we presented people with a relevant premium offer for a gift of any amount instead of a direct year-end donation ask. We featured a devotional book for the treatment that included an image of the book and the appeal. When people clicked through to the donation page, there was an appeal for year-end for a gift of any amount to get the book.
Research Question
Would presenting people with a content offer for a gift of any amount instead of a direct donation ask impact donor conversion?
Design
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Image Version | 0.25% | ||
| T1: | GOAA Offer | 0.26% | 7.8% | 47.1% |
This experiment has a required sample size of 536,987 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
The GOAA offer had little to no impact on donor conversion. This can be attributed to the motivation of users during the time the experiment was launched. We propose testing this approach again earlier in the campaign when donor motivation is more neutral.