American Cornerstone Institute

How adding a give monthly donation button to a navigation menu affects recurring donation rates

Experiment ID: #100395

American Cornerstone Institute

Experiment Summary

Timeframe: 07/12/2022 - 08/22/2022

We wanted to know if increasing the visibility of a “Give Monthly” button would increase recurring donation rates for

Research Question

We believe that adding a “Give Monthly” button for to the main navigation bar will achieve an increase in monthly donations.

Design

C: Control
T1: Give Monthly Button

Results

 Treatment NameConv. RateRelative DifferenceConfidenceAverage Gift
C: Control 0.41%
T1: Give Monthly Button 1.0%143.8% 98.1%

This experiment has a required sample size of 1,530 in order to be valid. Since the experiment had a total sample size of 4,346, 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
× 143.8% increase in conversion rate
× 0% increase in average gift

Key Learnings

Recurring donor conversion increased 143.8%! Revenue experienced a 30.5% increase as well with a 100% level of confidence.

By adding the Give Monthly button to the primary navigation of the website, we were able to capture a higher volume of website visitors that are, in fact, motivated to give and give monthly higher in the funnel.


Experiment Documented by NextAfter

Question about experiment #100395

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