How a Lower Suggested Gift and Array Impacts Donor Conversion Rate
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..
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average 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!