How a slide up with a gift array performs against a pop-up with a simple donate button
Experiment ID: #199041
A Public Media Organization
Experiment Summary
Timeframe: 07/30/2025 - 08/13/2025
During a special fund drive for OPB, the public media broadcasting station for Oregon and Southwest Washington, we wanted to test how a standard pop-up with a simple donate button (what OPB traditionally uses during a fund drive) would perform against a slide-up that included specific gift arrays.
This test was run on article pages only; a separate test was run on the homepage.
Research Question
We believe that offering people specific gift asks for the fund drive will achieve a change in conversion rates.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.02% | $50.00 | ||
| T1: | Treatment 1 | 0.05% | 193.6% | 100.0% | $40.37 |
This experiment has a required sample size of 24,795 in order to be valid. Since the experiment had a total sample size of 430,670, 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
× 193.6% increase in conversion rate
× 19.3% decrease in average gift
137.1% increase in revenue
Key Learnings
There were some exciting results from this experiment. The unique fundraising environment for this test is not something that cannot be easily repeatable, unless there is another urgent/emergency campaign. That being said, the increase in conversion rate from the slide up gift array version is huge and statistically valid. The results above can be directly attributed to people clicking the button/array and completing their gift. A couple of interesting downstream results to be aware of:
- The control version had a slightly higher average gift than the treatment version; given the lower volume of gifts on the control, that could be the influence of a larger gift or two, or the fact that we were showing donors a gift array up front in the treatment version, leading them to give a lower average gift (gift arrays on the actual donation forms were the same for both control and treatment).
- Regarding the overall influence both had on total giving, the gift array version had a slightly larger influence, showing a 23% increase in conversion rates overall with a 96% level of confidence. This means that people who saw the gift array version and then made a gift at some point to a donation form on the website (not necessarily the one linked directly from the pop-up) were 23% more likely to convert.