Reasons to Believe

How a Lower Suggested Gift and Array Impacts Donor Conversion Rate

Experiment ID: #157871

Reasons to Believe

Experiment Summary

Timeframe: 06/23/2023 - 07/03/2023

RTB’s donation pages go from highest to lowest, starting at a high of $500 and then decreasing to the suggested gift of $50. We hypothesized that reversing this array to go from low to high as well as lowering the four amounts will improve the donor conversion rate.

Research Question

We believe that a lower gift array with a lower suggested gift for users on the Designed to the Core Premium donation page will achieve an increase in donor conversion rate because the array will now start with the gift an average donor is most likely to make..


C: Control
T1: Gift Array Treatment


 Treatment NameConv. RateRelative DifferenceConfidenceAverage Gift
C: Control 3.9%$36.67
T1: Gift Array Treatment 10.4%163.2% 88.1%$18.75

This experiment has a required sample size of 124 in order to be valid. Since the experiment had a total sample size of 153, 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 reversing the donation array and lowering the suggested gift amount can potentially lead to an increase in donor conversion rate. The treatment group, which experienced these changes, saw a significant increase of 163.2% in donations. Although the statistical level of confidence is below 95%, indicating that further testing is needed for validating the results, the fact that the treatment group outperformed the control group suggests that there is potential for positive impact.


More testing is needed, preferably for a longer duration as well in order to achieve a validated learning. However, this holds as a very promising change to the typical gift array used by the organization, and encourages more testing!

Experiment Documented by NextAfter

Question about experiment #157871

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