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CBN

How a popup prompting homepage visitors who abandon the donation page during a matching challenge to complete their gift impacts donor conversion

Experiment ID: #121252

CBN

Experiment Summary

Timeframe: 12/26/2022 - 01/23/2023

The Christian Broadcasting Network is a Christian news and media ministry that reaches millions of people around the world and provides humanitarian aid and practical resources to those in need. During their Giving Tuesday campaign, they tested a popup that would display for visitors to their homepage who started the process of making a gift but then abandoned the donation page before it was completed.

That experiment found that it increased donor revenue. They wanted to also see the impact it had on donations and, because of how the experiment had been set up, we weren’t able to determine the impact it had on donor conversion. So, we retested this popup during the last days of their December campaign to see the impact on donor conversion of this popup.

Because this popup only fires for those who abandon the donation page without making a gift, the control audience in this experiment shows only one sample in the results. Because the control audience, those who abandon the page but don’t get a popup, aren’t recorded in these results. Rather, we are looking to see the conversion of presenting that popup to abandons, so how many donors can we draw back to the donation page.

Research Question

We believe that a popup reminding visitors who abandon the donation page to complete their gift to double their impact will increase donor conversion.

Design

C: Control
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T1: Treatment 1
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Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Control 0.00%
T1: Treatment 1 26.4% 100.0% 100.0%

This experiment has a required sample size of 21 in order to be valid. Since the experiment had a total sample size of 54, 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
× 100.0% increase in conversion rate
× 0% increase in average gift

Key Learnings

In all, 53 people who abandoned the donation page and saw the popup clicked to return to the page. Of these, 26% completed their gift. So, the popup successfully brought back 14 donors who otherwise would have been lost and with them approximately $5K in additional revenue. This tactic is one that we will continue to test with other value propositions. So, for example, would we reactivate more abandoned donors by presenting them with a lower appeal than what they were considering making? Or would we reactivate more by offering them an eBook or pledge that then pointed to a donation page? These are questions we will seek to answer in future testing.

Experiment Documented by Ardee Coolidge

Question about experiment #121252

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