How adding additional value prop on a donation page impacts donor conversions
Experiment ID: #192481
A Public Media Organization
Experiment Summary
Timeframe: 10/28/2024 - 11/11/2024
WUNC is North Carolina’s largest NPR station. For this experiment, we wanted to see whether adding some additional value prop, especially around becoming a sustainer, impacted donor conversions.
Research Question
We believe that adding value prop to a donation form for potential donors will achieve a change in donor conversions.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 10.3% | $80.83 | ||
| T1: | Treatment 1 | 11.2% | 8.6% | 27.6% | $42.26 |
This experiment has a required sample size of 9,446 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 adding value prop to a donation form for potential donors showed a positive impact on donor conversions, with a noticeable increase in Transactions for All Traffic in the treatment group compared to the control group. However, the statistical level of confidence of 27.6% is below the recommended threshold of 95%, indicating that the results are not considered valid and should not be used for future decision-making. In future experimentation, it is important to ensure a sufficient sample size and statistical power to generate reliable results. Additionally, clear and measurable key performance indicators should be established to accurately assess the impact of any changes or interventions. It may also be beneficial to run the experiment for a longer duration to capture more data and variability in donor behavior. Overall, while the initial findings suggest a potential benefit from adding value prop to donation forms, further experimentation with a stronger design and methodology is needed to draw meaningful conclusions and make informed decisions for future fundraising strategies.