How a dynamic impact callout on the tributes donation array impacts conversion rate and revenue
Experiment ID: #193521
CaringBridge
Experiment Summary
Timeframe: 12/02/2024 - 12/03/2024
For CaringBridge’s Giving Tuesday match, we hypothesized that a dynamic impact array that automatically updated impact language based on the user’s gift selection would increase revenue.
Research Question
We believe that a dynamic impact array for users on the tribute donation page will achieve an increase in donor conversion rate and revenue because it encourages interaction with the array and clearly outlines the impact of a donor’s gift amount.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 24.6% | $54.46 | ||
| T1: | Treatment 1 | 25.4% | 3.5% | 31.7% | $47.13 |
This experiment has a required sample size of 19,267 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 learning from this experiment is that the dynamic impact array tested on the tribute donation page led to a 3.5% increase in Transactions for All Traffic. However, the statistical level of confidence was only 31.7%, which is below the standard 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 essential to ensure that the sample size is large enough to generate statistically significant results. Additionally, it is crucial to consider running the experiment for a longer duration to capture more diverse data and account for any external factors that may impact the outcome.
While the initial results of the dynamic impact array seem promising, it is important to validate these findings with a more rigorous experiment before implementing any changes based on this data. Further testing with a larger sample size and a longer duration will provide more reliable insights into the impact of the dynamic impact array on donor conversion rate and revenue.