How a popup inviting donors to convert their onetime donation to a monthly gift at 60% of the value impacts donor conversion
NextAfter
Experiment Summary
Timeframe: 12/06/2022 - 12/16/2022
An organization was looking for ways to increase their monthly donor acquisition on their website and wanted to test a popup that would fire the moment someone clicked the button to complete their one-time gift and offer them the opportunity to save even more lives by giving a monthly donation of 60% of the value of their one-time gift selection.
We hypothesized that this would attract donors because the gift amount would be less initially than what they’d already decided to donate, and this would offer this conversion to a monthly gift when donor motivation was the highest.
The traffic was evenly split, and this ran for approximately 10 days.
We believe that pop-ups inviting donors to convert their one-time donation to a monthly gift at 60% of the value of their donation will increase donor conversion.
Research Question
We believe that a popup inviting donors to convert their onetime donation to a monthly gift at 60% of the value of their donation will increase donor conversion.
Design
C: Control
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T1: Convert Popup
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 4.6% | ||
| T1: | Convert Popup | 3.3% | -27.6% | 99.1% |
This experiment has a required sample size of 1,798 in order to be valid. Since the experiment had a total sample size of 6,497, 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
× 27.6% decrease in conversion rate
× 0% increase in average gift
Key Learnings
Contrary to our expectations, the popup decreased one-time donations and revenue (43.7% revenue reduction). It also failed to increase recurring giving which was relatively flat between variations. In reviewing the experiment, additional value proposition for why donors should become monthly donors was needed. So, an additional 1-2 sentences in the popup explaining the benefit to the donor for making that switch. Also, in the experience, selecting the option to switch to a monthly gift would update the donor form with the new gift amount and select the checkbox for recurring, but the donor would still need to resubmit the donation. Having a checkbox may have added additional friction to the process. Since we were testing this during year-end, when donors have high motivation, that friction alone could have stalled response on the page. We want to retest this popup in the new year outside of a high-urgency campaign to see if we can increase donor conversion by adding a stronger value proposition for converting a one-time gift to a recurring one.