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American Cornerstone Institute

How a sliding bar on a campaign donation page allowing donors to adjust their impact influences conversion rate and revenue

Experiment ID: #193643

American Cornerstone Institute

Experiment Summary

Ended On: 12/05/2024

During ACI’s Giving Tuesday campaign, we wanted to increase the tangibility and clarity of the donor’s impact on the campaign’s donation page. The page already highlighted the number of people that would be reached with a donor’s gift. However, we hypothesized that allowing the donors to drag a slider that dynamically changes the number of people reached would increase the clarity of the offer when compared with the current experience.

We used VWO to create a graphical, interactive slider on the page that dynamically changed the gift amount and the corresponding number of people the gift would reach. We split traffic 50/50 and all campaign sources were directed to the test.

Research Question

We believe that allowing donors to select the level of their impact dynamically will increase revenue during a high-urgency campaign by increasing the perceived clarity and appeal of the donation page.

Design

C: Control
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T1: Treatment #1
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https://www.nextafter.com/wp-content/uploads/Treatment_1.png [full-width] => 2030 [full-height] => 1336 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Treatment_1-372x245.png [thumb_372-width] => 372 [thumb_372-height] => 245 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-950x625.png [single_post_thumbnail-width] => 950 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Treatment_1-32x21.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 21 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Treatment_1-48x32.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 32 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Treatment_1-64x42.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 42 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Treatment_1-128x84.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 84 [thumb_122_67] => 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178 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment_1-261x172.png [thumb_272_172-width] => 261 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_1-372x245.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 245 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_1-372x245.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 245 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_1-385x253.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 253 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_1-366x241.png [thumb_416_241-width] => 366 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_1-448x295.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 295 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_1-896x590.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 590 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_1-574x378.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 378 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_1-600x395.png [thumb_776_395-width] => 600 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_1.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 197 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_1.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 263 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_1.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 395 ) ) )

Results

  Treatment Name Revenue per Visitor Relative Difference Confidence Average Gift
C: Control $19.47 $53.75
T1: Treatment #1 $25.10 28.9% 95.8% $86.05

This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was met so these 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
× 19.5% decrease in conversion rate
× 60.1% increase in average gift
28.9% increase in revenue

Key Learnings

The key learnings from this experiment are that introducing a graphical, interactive slider on the donation page, allowing donors to dynamically select the level of their impact, can significantly increase revenue during a high-urgency campaign. The treatment group saw a 28.9% increase in revenue for all traffic with a 95.7% level of confidence.

Although we saw a valid increase in revenue, we actually saw a 19.5% decrease in transactions with an 86.6% level of confidence.

In future experimentation, we should continue to explore interactive elements that provide donors with a clear and tangible understanding of the impact of their donations. This includes incorporating dynamic features that allow donors to see in real-time how their contributions will make a difference. Additionally, we should aim to reach the minimum sample size required for statistical significance to ensure the reliability of the results.

Overall, it is crucial to prioritize clarity, personalization, and interactivity in donation pages to engage donors effectively and drive increased contributions, especially during high-urgency campaigns like Giving Tuesday.

Experiment Documented by NextAfter

Question about experiment #193643

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