How adding a monthly callout to a tabbed form donation page affects recurring donations
Experiment ID: #200313
Time of Grace
Experiment Summary
Timeframe: 10/21/2025 - 10/31/2025
Time of Grace’s donation pages feature a tabbed form, allowing users to switch between one-time and monthly donations. We wanted to test adding a monthly callout to the monthly tab to see how that would affect recurring transactions.
The language described how the user could make a tangible impact by sharing Jesus’ love with people all year round through a monthly gift.
Research Question
We believe that adding a callout on the monthly gift tab for donation page visitors will achieve an increase in recurring donations because describing what kind of impact the user could make with a monthly gift would encourage the user to give a recurring gift.
Design
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T1: Monthly callout on tabbed form
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.18% | $15.04 | ||
| T1: | Monthly callout on tabbed form | 0.09% | -49.4% | 43.0% | $16.18 |
This experiment has a required sample size of 13,075 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 takeaway from this experiment is that adding a callout to the monthly gift tab on the donation page for visitors did not have the intended effect of increasing recurring donations. In fact, the treatment resulted in a 49.4% decrease in recurring donations across all traffic, with a 43.0% statistical significance level. However, since the statistical level of confidence is below the desired threshold of 95%, these results cannot be considered valid or reliable. There was an increase in the overall number of transactions. In future experimentation, it is crucial to carefully analyze the results and assess statistical significance before drawing conclusions or implementing changes based on the findings. It is also essential to consider factors such as the potential impact of the proposed changes on user behavior and donation patterns. Additionally, conducting A/B experiments for a longer duration and with a larger sample size may help in obtaining more reliable and conclusive results.