How a dynamic impact callout beneath the gift array affects donor conversion
Experiment ID: #192793
Reasons to Believe
Experiment Summary
Timeframe: 11/07/2024 - 11/18/2024
One of the best ways to make emails and donation pages feel more personal is by showing donors the real difference their gift can make. In this test, the team added a dynamic callout line beneath the gift array. As supporters clicked through different gift amounts, the message would update in real time to show the impact at that level.
Research Question
A dynamic impact array for users on premium donation pages will increase average gift and donor conversion. It encourages greater interaction with the array and helps readers see their gift’s tangible impact.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 3.3% | ||
| T1: | Treatment 1 | 8.7% | 162.3% | 97.1% |
This experiment has a required sample size of 150 in order to be valid. Since the experiment had a total sample size of 365, 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
× 162.3% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learnings from this experiment are: 1. Adding a dynamic impact array beneath the gift options led to a significant increase in Transactions, with a 162.3% increase for All Traffic. This indicates that the dynamic callout line effectively encouraged greater interaction with the array and helped donors see the tangible impact of their contributions. 2. Revenue also experienced a substantial increase of 168% with a 98% confidence level. This suggests that the dynamic impact array not only increased the number of transactions but also positively impacted the average gift amount. Although on closer inspection, it's clear that the spike in average gift is due to a larger outlier gift, it is still worth noting that no gift surpassed $50 in the control. In contrast, the outlier gift was coupled with multiple gifts between 25 and 50, rather than the typical $10 average gift. Moving forward, we should continue to consider how the gift array itself can be leveraged alongside this impact statement to achieve the greatest improvement in the average gift.