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Save the Children

How adding a monthly callout impacts conversion rates

Experiment ID: #202463

Save the Children

Experiment Summary

Timeframe: 09/17/2026 - 09/26/2026

With monthly giving a big focus for Save the Children, we want to test whether a graphic call-out highlighting the impact of monthly giving would increase conversion rates. We ran 3 different variants for this test, only for desktop traffic (since the buttons stacked on mobile):

Control

Variant 1- monthly call out text below the monthly/one-time array button

Variant 2- monthly call out text above the monthly/one-time array button

Research Question

We believe that using a visual call out for monthly giving for potential donors will achieve a change in conversion rates.

Design

C: Control
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T1: Treatment #1
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T2: Treatment #2
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[gform-image-choice-sm-height] => 106 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_2-19.png [gform-image-choice-md-width] => 368 [gform-image-choice-md-height] => 130 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_2-19.png [gform-image-choice-lg-width] => 368 [gform-image-choice-lg-height] => 130 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Control 9.3%
T1: Treatment #1 20.0% 114.0% 96.4%
T2: Treatment #2 11.7% 24.7% 41.4%

This experiment has a required sample size of 117 in order to be valid. Since the experiment had a total sample size of 300, 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
× 114.0% increase in conversion rate
× 0% increase in average gift

Key Learnings

This test aimed to assess the impact of adding a visual monthly callout on the donation form. We hypothesized that this would strengthen the proposition for monthly giving.
Key Results: -     +114% statistically significant increase in overall conversion rate for variant B (confidence level: 96%). This indicates that the visual monthly callout strongly increased total donations. -     +53% increase in recurring conversion rate for variant B, though this result was not statistically significant (confidence level: 62%). This suggests a possible positive effect on recurring donations.
This test showed that the visual monthly callout made the recurring option more salient and easier to process. By reducing cognitive friction and highlighting it as a “default-worthy” choice, users were nudged to see monthly as the standard, or even preferred, behavior.
Rather than deterring one-time donors, the callout acted as a commitment anchor. Donors compared themselves against the recurring option and felt reassured in choosing either. The result is a “lift all boats” effect: greater clarity increases confidence, which increases giving.
This suggests that visual emphasis on giving types does more than shift behavior between options. It can grow the whole pie by lowering decision friction and reinforcing giving as the normative action.
Future tests will remove the 2nd variant and will re-run the test, including on mobile devices. Overall performance:   Recurring performance:   One-time performance:

Experiment Documented by NextAfter

Question about experiment #202463

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