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CaringBridge

How a slide-up with gift array vs an exit-intent impacts donor conversion during high-urgency appeal

Experiment ID: #191073

CaringBridge

Experiment Summary

Timeframe: 09/24/2024 - 09/26/2024

CaringBridge was running a 2-day high-urgency match appeal. Historically, this has been communicated using an exit-intent pop-up that informs users about how many donors are needed as well as that the match will double their impact. We hypothesized that a slide-up with a gift array of three amounts would ultimately be more eye-catching, empower the user with more options up front, and increase revenue by ensuring that whatever amount they selected would be pre-filled on the donation page.

Research Question

We believe that slide-up with gift array for users on profile sites during the 2-day match appeal will achieve an increase in donor conversion rate and revenue because it allows the users to already begin the donation process, by selecting an amount, before they even arrive on the donation page.

Design

C: Exit Intent Popup
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T1: Slideup with Gift Selection
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1357 [full-height] => 745 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Slideup_with_Gift_Selection-2-372x204.png [thumb_372-width] => 372 [thumb_372-height] => 204 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Slideup_with_Gift_Selection-2-980x538.png [single_post_thumbnail-width] => 980 [single_post_thumbnail-height] => 538 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Slideup_with_Gift_Selection-2-32x18.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 18 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Slideup_with_Gift_Selection-2-48x26.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 26 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Slideup_with_Gift_Selection-2-64x35.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 35 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Slideup_with_Gift_Selection-2-128x70.png 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[thumb_385_270-height] => 211 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Slideup_with_Gift_Selection-2-416x228.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 228 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Slideup_with_Gift_Selection-2-448x246.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 246 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Slideup_with_Gift_Selection-2-896x492.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 492 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Slideup_with_Gift_Selection-2-574x315.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 315 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Slideup_with_Gift_Selection-2-719x395.png [thumb_776_395-width] => 719 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Slideup_with_Gift_Selection-2.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 165 [gform-image-choice-md] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Slideup_with_Gift_Selection-2.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 220 [gform-image-choice-lg] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Slideup_with_Gift_Selection-2.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 329 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Exit Intent Popup 0.26%
T1: Slideup with Gift Selection 0.37% 45.5% 98.4%

This experiment has a required sample size of 17,661 in order to be valid. Since the experiment had a total sample size of 53,046, 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
× 45.5% increase in conversion rate
× 0% increase in average gift

Key Learnings

The key learnings from this experiment show that utilizing a slide-up with a gift array during high-urgency match appeals can significantly increase donor conversion rates and revenue. In this particular case, the treatment resulted in a 45.5% increase in Donations - Non-Tribute for All Traffic with a high level of statistical confidence, indicating that the new approach was successful in prompting more users to donate.

Moving forward, these learnings should be applied to future experimentation by considering the effectiveness of providing users with donation options upfront, allowing them to start the donation process before reaching the actual donation page. This approach not only streamlines the donation process for users but also serves as a powerful motivator for them to contribute, particularly during time-sensitive campaigns like match appeals.

Overall, the success of this experiment highlights the importance of user experience and the potential impact of small changes in the donation journey. It is essential to continue testing and iterating on different strategies to optimize fundraising efforts and ultimately drive more support for the organization's mission.

In the future, we would like to re-test this experience during an evergreen phase, outside of the 2-day match appeal to see its impact on donors and revenue.

Experiment Documented by NextAfter

Question about experiment #191073

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