How a tabbed donation form impacted monthly gifts
Care Net
Experiment Summary
Timeframe: 02/16/2024 - 03/18/2024
When sending pledge signers to an instant donation page, we wondered if emphasizing the monthly gift option by creating a tabbed form experience would increase recurring donor conversion. We split traffic between the two versions and ran for the test for one month.
Research Question
We believe that an animated tabbed form for instant donation page visitors will achieve an increase in recurring donor conversion because there is additional clarity in the process by adding frequency choice before the gift array choice.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.11% | $47.39 | ||
| T1: | Variation 1 | 0.17% | 50.3% | 47.5% | $52.29 |
This experiment has a required sample size of 33,198 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
The key learnings from this experiment are that the animated tabbed form for the instant donation page resulted in a 50.3% increase in recurring donation for all traffic. However, the statistical level of confidence was only 47.5%, which is below the recommended threshold of 95%. As a result, these results are not considered valid and should not be used for future decision making.
In future experimentation, it is important to ensure that the statistical level of confidence is at least 95% before drawing conclusions or making decisions based on the results. Additionally, it is essential to continue testing and iterating on different strategies to determine the most effective ways to increase recurring donor conversion. It may be beneficial to explore other design and messaging variations in future experiments to see if they have a significant impact on donor behavior.