WUNC
Does a slide up with a gift array increase conversion rates compared to a video?
Experiment ID: #192896
WUNC
Experiment Summary
Timeframe: 11/12/2024 - 11/21/2024
This experiment was conducted for WUNC, a public radio station serving North Carolina, 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: Slideout with Video
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T1: Slideup with Gift Selection
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) ) )
Results
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
- 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.
- 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.
- 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.