How simplifying an appeal by removing specific impact equivalences from a donation form affects donation rates
Experiment ID: #129335
Save the Children
Experiment Summary
Timeframe: 08/04/2022 - 08/22/2022
This was tested on both desktop and mobile variants to determine if removing the presence of equivalencies would increase donor acquisition.
Research Question
We believe that removing donation dollar amount equivalencies on donation forms for donors will achieve a greater conversion rate because it’s more direct to the point.
Design
C: Equivalencies Present
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)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Equivalencies Present | 11.4% | ||
| T1: | Equivalencies Removed | 11.1% | -2.4% | 32.4% |
This experiment has a required sample size of 105,126 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
Notable Results & Recommendations
• Overall donor conversion was lower for the variant (-2%) at a non-statistically valid LoC (32%).
• Overall RPV was higher for the variant (10%) at a non-statistically valid LoC (79%).
• Mobile RPV was higher for the variant (36%) at a statistically valid LoC (96%).
• Future tests will examine removing the equivalencies exclusively for mobile users and changing them to reflect recurring values instead of one-time.
• Recurring donor conversion was higher for the variant (31%) at anon-statistically valid LoC (92%).
• Recurring RPV was higher for the variant (16%) at anon-statistically valid LoC (78%).
• One-time donor conversion was lower for the variant (-7%) at a non-statistically valid LoC (78%).
• One-time RPV was higher for the variant (+10%) at a non-statistically valid LoC (78%).
• Mobile donor conversion was higher for the variant (9%) at a non-statistically valid LoC (66%).
• Mobile RPV was higher for the variant (36%) at a statistically valid LoC (96%).
• Mobile recurring donor conversion was higher for the variant (50%) at a non-statistically valid LoC (93%).
• Mobile recurring RPV was higher for the variant (5%) at a non-statistically valid LoC (86%).
• Mobile one-time donor conversion was higher for the variant (2%) at a non-statistically valid LoC (13%).
• Mobile one-time RPV was higher for the variant (36%) at a statistically valid LoC (95%).
• Desktop donor conversion was lower for the variant (-10%) at a non-statistically valid LoC (84%).
• Desktop RPV was lower for the variant (-4%) at a non-statistically valid LoC (60%).
• Desktop recurring donor conversion was higher for the variant (15%) at a non-statistically valid LoC (48%).
• Desktop recurring RPV was lower for the variant (-1%) at a non-statistically valid LoC (51%).
• Desktop one-time donor conversion was lower for the variant (-14%) at a non-statistically valid LoC (92%).
• Desktop one-time RPV was lower for the variant (-4%) at a non-statistically valid LoC (59%).
• The data shows that removing equivalencies specifically favored recurring donor conversion on mobile devices.
• Recommendation is not to remove equivalencies on donation forms.