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A Public Media Organization

Does a slide up with a gift array increase conversion rates compared to a video?

Experiment ID: #192896

A Public Media Organization

Experiment Summary

Timeframe: 11/12/2024 - 11/21/2024

This experiment was conducted for a public radio station to evaluate the effectiveness of different slide-out designs during their fall fundraising drive. The goal was to determine whether including a gift array directly on the slide-up would reduce friction and improve conversion rates compared to a slide-out featuring a video.

Research Question

We believed that including a gift array directly on the slide-up would reduce friction and increase the conversion rate by simplifying the donor’s decision-making process and providing clear options upfront.

Design

C: Control
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T1: Treatment 1
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[gform-image-choice-lg-height] => 322 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Control 1.6%
T1: Treatment 1 3.2% 96.4% 100.0%

This experiment has a required sample size of 733 in order to be valid. Since the experiment had a total sample size of 8,026, and the level of confidence is above 95% the experiment results are valid.

Flux Metrics Affected

The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:

    0% increase in traffic
× 96.4% increase in conversion rate
× 0% increase in average gift

Key Learnings

Main Takeaway

The slide-up with a gift array significantly outperformed the slide-out with a video, achieving a 3.2% conversion rate compared to 1.6%. This represents a 96.4% higher conversion rate with a confidence level of 99.99%, confirming the effectiveness of the gift array in driving donor conversions.

Observations:

  • The gift array likely reduced decision-making friction by presenting clear donation options upfront, streamlining the donor experience.
  • The video, while potentially engaging, may have introduced unnecessary complexity or delayed the decision-making process, leading to lower conversions.

Next Steps

  1. Language and Design Testing: Conduct follow-up tests to refine the language and design of the gift array slide-up, optimizing for clarity and appeal.
  2. Further Video Utilization Testing: Explore other ways to incorporate video content, such as embedding it on the landing page, to evaluate its impact in different contexts without adding friction to the donation process.
  3. Audience Segmentation: Test the performance of the gift array slide-up across different audience segments to identify any variations in engagement or conversion behavior.
This experiment highlights the importance of minimizing friction in donor interactions and providing clear, actionable choices to improve conversion rates. Continued testing will help refine these strategies and maximize their impact.

Experiment Documented by Yanni Saratsis

Question about experiment #192896

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