How adding a give monthly donation button to a navigation menu affects recurring donation rates
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
Results
Treatment Name | Conv. Rate | Relative Difference | Confidence | Average 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.
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.