Reasons to Believe

How removing a gift array from a donation page impacts revenue during a high urgency campaign

Experiment ID: #64399

Reasons to Believe

Experiment Summary

Timeframe: 06/16/2021 - 07/09/2021

RTB’s donation pages always have a gift array to offer a preselected giving amount for the site visitor. For RTB’s 2021 FYE campaign, we wanted to test removing the gift array on the campaign donation page to see how this would impact giving (donations and revenue). The idea behind it is that visitors would give more without being guided by a gift array and having clear direction to choose their own giving amount.

Research Question

We believe that removing the gift array from the campaign donation page for page visitors will achieve increased conversions and higher revenue per visitor.

Design

C: Control
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T1: Variant 1
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640 [medium_large-height] => 1061 [large] => https://www.nextafter.com/wp-content/uploads/Variant_1-29-618x1024.png [large-width] => 618 [large-height] => 1024 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Variant_1-29.png [1536x1536-width] => 784 [1536x1536-height] => 1300 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Variant_1-29.png [2048x2048-width] => 784 [2048x2048-height] => 1300 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Variant_1-29-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Variant_1-29-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Variant_1-29-30x50.png [admin-width] => 30 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/Variant_1-29.png [full-width] => 784 [full-height] => 1300 [thumb_372] => 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[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Variant_1-29-92x153.png [thumb_153_153-width] => 92 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Variant_1-29-98x163.png [thumb_130_163-width] => 98 [thumb_130_163-height] => 163 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Variant_1-29-107x177.png [thumb_232_177-width] => 107 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Variant_1-29-392x650.png [thumb_272_325-width] => 392 [thumb_272_325-height] => 650 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Variant_1-29-209x346.png [thumb_271_346-width] => 209 [thumb_271_346-height] => 346 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Variant_1-29-163x271.png [thumb_271_271-width] => 163 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Variant_1-29-104x172.png [thumb_272_172-width] => 104 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Variant_1-29-278x461.png [thumb_372_461-width] => 278 [thumb_372_461-height] => 461 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Variant_1-29-302x500.png [thumb_372_500-width] => 302 [thumb_372_500-height] => 500 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Variant_1-29-163x270.png [thumb_385_270-width] => 163 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Variant_1-29-145x241.png [thumb_416_241-width] => 145 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Variant_1-29-247x410.png [thumb_448_410-width] => 247 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Variant_1-29-495x820.png [thumb_448_410_retina-width] => 495 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Variant_1-29-230x382.png [thumb_574_382-width] => 230 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Variant_1-29-238x395.png [thumb_776_395-width] => 238 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Variant_1-29.png [gform-image-choice-sm-width] => 181 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Variant_1-29.png [gform-image-choice-md-width] => 241 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Variant_1-29.png [gform-image-choice-lg-width] => 362 [gform-image-choice-lg-height] => 600 ) ) )

Results

  Treatment Name Revenue per Visitor Relative Difference Confidence Average Gift
C: Control $114.70 $186.40
T1: Variant 1 $122.36 6.7% 55.7% $225.66

This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was not met so these experiment results are not valid.

Key Learnings

While revenue only decreased 6.7% with a level of confidence of 55%, donor conversion rate had a directional decrease of 11.9% (LoC 88%). Though the data is not statistically valid, the results seem to indicate the the gift array is helpful in providing people a guide on how much they should give. If they aren't given pre-selected amounts, they are less likely to give on the donation page. It is recommended that further testing is done on the gift array. Changing the amounts, the ascending/descending order and the placement in relation to the one-time/monthly option are all potential next steps for testing.

Observations of the impact on other visitor segments in the experiment:

  • Email visitors had a 101.6% increase in revenue with a 94% level of confidence.
  • Mobile visitors had a 139.4% increase in revenue with an 89% level of confidence.
  • New visitors had a 131.7% increase in revenue with a 92% level of confidence.


Experiment Documented by NextAfter

Question about experiment #64399

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.