How adding a separate “Give Monthly” button on the website menu impacts donation conversions and revenue
Experiment ID: #161153
Care Net
Experiment Summary
Timeframe: 09/25/2023 - 12/20/2023
Care Net has a robust recurring donor program that has grown significantly over the years. Recently, due to a variety of factors, they have seen a plateau in the conversion of recurring donors.
On their main website, they have a “Donate” button in the top right-hand corner. For this test, we wanted to see how adding a “Give Monthly” button next to the “Donate” button impacted three factors: one-time donations, recurring donations, and overall revenue.
Research Question
We believe that adding a “Give Monthly” button for the main website will achieve an increase in donations and overall revenue because it increases clarity for people wanting to make a gift to Care Net.
Design
C: Control
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[admin] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Give_Monthly_button-50x17.png
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[thumb_776_395-height] => 272
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[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 105
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[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 140
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_-_Give_Monthly_button.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 210
)
)
)
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $2.56 | $350.86 | ||
| T1: | Treatment - Give Monthly button | $4.47 | 74.8% | 95.4% | $577.36 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was met so these 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
× 6.2% increase in conversion rate
× 64.6% increase in average gift
74.8% increase in revenue
Key Learnings
The key learning from this experiment is that adding a "Give Monthly" button alongside the existing "Donate" button on the main website resulted in a significant increase in revenue for all traffic. The treatment group saw a 74.8% increase in revenue compared to the control group, with a high level of statistical confidence at 95.4%. This suggests that the presence of a "Give Monthly" button provided clarity for people wanting to make a recurring donation, leading to a higher conversion rate and ultimately more revenue. In future experimentation, it would be beneficial to further explore the impact of different call-to-action buttons and messaging on donation conversion. This could involve testing variations of the button design, placement, and wording to determine the most effective combination. Additionally, analyzing the data from this experiment can provide insights into the specific donor segments that responded most positively to the "Give Monthly" button, allowing for targeted marketing efforts in the future.