How a Donation Interruptor Impacts Monthly Giving on an Offer’s Instant Donation Page
Experiment ID: #153288
International Mission Board
Experiment Summary
Timeframe: 05/26/2023 - 07/02/2023
The Donation Interruptor is an experiment that we’ve tested on IMB’s general donation page in the past. For a greater collection of data, we wanted to test the experience on one of their offers, a Course on Prayer. The tabbed form on the donation page pre-selects One-Time, we hypothesized that a pop-up appearing directly after they submit their gift amount (but before they provide their payment info) will increase monthly gifts. The reason being that the popup will present the user value copy around how a lower amount (but each month) can make a greater impact even though a lower gift upfront.
Research Question
We believe that donation interruptor for users who pre-select a one-time gift will achieve an increase monthly donation conversion because psychologically it lowers the amount of their original gift, while providing value prop copy about how that smaller amount each month has a far greater impact..
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.15% | |||
| T1: | Donation Interrupter - Next step pop-up | 0.57% | 287.8% | 92.4% |
This experiment has a required sample size of 1,490 in order to be valid. Since the experiment had a total sample size of 2,593, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The key learning from this experiment is that implementing the Donation Interruptor on the Course on Prayer offer resulted in a significant increase in monthly donations for all traffic. Although the statistical level of confidence is below the standard threshold of 95%, and the results are approaching validity.
This suggests that the interruptor pop-up, which highlights the impact of smaller monthly donations, has the potential to influence donors to choose the monthly giving option instead of a one-time gift. However, further testing is necessary to confirm these findings and ensure their validity.
One observation is that although this increased monthly gifts, the treatment does appear to lower the total number of gifts. This however, did not validate as a statistical result. It is something to continue observing, while also keeping in mind that repeated monthly gifts can still be an exponential revenue gain even despite a small decrease off in total gifts