How adding a specific ask amount affects donor conversion
Experiment ID: #119448
CaringBridge
CaringBridge offers free personal, protected websites for people to easily share updates and receive support and encouragement from their community during a health journey. Every 7 minutes, a CaringBridge website is created for someone experiencing a health event.
Experiment Summary
Ended On: 12/14/2022
CaringBridge was running their holiday appeal, which started with a Giving Tuesday ask.
Research Question
We believe that asking for a specific range of amounts for previous donors will achieve an increase in conversion rate.
Design
C: Control
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.85% | ||
| T1: | Treatment #1 | 1.1% | 36.0% | 100.0% |
This experiment has a required sample size of 8,179 in order to be valid. Since the experiment had a total sample size of 54,024, 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
× 36.0% increase in conversion rate
× 0% increase in average gift
Key Learnings
This experiment demonstrated that asking for a range of amounts from previous donors can lead to an increase in conversion rate.
Specifically, the experiment achieved a 36.0% increase in donations for all traffic with a 100% statistical level of confidence.
In the future, we can use this knowledge to focus on tailoring donation asks to different donor segments and understanding which ranges appeal best to each. Additionally, this experiment gives us a model to use when designing future optimized donation pages. Finally, it also highlights the importance of experimentation in understanding donor behaviors. This experience can be leveraged to refine experiments in the future to uncover new insights and maximize donation growth.