How adding an image of a thank-you gift impacted donations during a one-day fund drive.
Experiment ID: #169424
A Public Media Organization
Experiment Summary
Timeframe: 02/07/2024 - 02/08/2024
WUNC is one of North Carolina’s largest NPR stations. Most of their fundraising online comes through fund drives, which they have every other month.
February’s fund drive features some great thank you gifts, which we’ve seen through past testing help motivate donors to give to support WUNC. On a specific day during this drive, WUNC offered a box of chocolates and a WUNC-branded mug as the thank you gift, delivered in time for Valentine’s Day. This was a one-day only offer, so we wanted to test whether adding an image of the gift on the donation page made a difference in conversion rates.
Research Question
We believe that adding an image of a thank-you gift for fund drive donors will achieve a change in conversion rates.
Design
C: Control
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T1: Variation 1
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 18.7% | $0.00 | ||
| T1: | Variation 1 | 22.8% | 22.1% | 52.6% | $0.00 |
This experiment has a required sample size of 735 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 key learnings from this experiment are that adding an image of a thank-you gift for fund drive donors resulted in a 13.6% increase in transactions for all traffic. However, the statistical level of confidence was only 33.2%, which is below the generally accepted threshold of 85%. This means that the results cannot be considered valid and should not be used for future decision-making. In future experimentation, it is important to ensure that a sufficient sample size is used to achieve a higher level of statistical confidence. Additionally, it may be beneficial to run the experiment for a longer period of time to gather more data and improve the reliability of the results. This will help in making more informed decisions based on the outcomes of the experiments conducted.