The Missionary Oblates of Mary Immaculate

How adding a visual call-out to for a monthly gift ask impacted conversion rates.

Experiment ID: #93243

The Missionary Oblates of Mary Immaculate

Experiment Summary

Timeframe: 04/01/2022 - 05/16/2022

The Missionary Oblates of Mary Immaculate serve poor and needy people in the United States and more than 70 countries around the world. The recruitment of monthly donors makes up a large part of their digital program; new monthly donors are offered the opportunity to have a candle lit at the shrine of our Lady of the Snows every month.

For this experiment, which we ran during the Easter season, we wanted to test whether having a visual call-out for monthly gifts made an impact on monthly donor sign-ups.

Research Question

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

Design

C: Control
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T1: Monthly call out
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[thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-55x67.png [thumb_122_67-width] => 55 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-125x153.png [thumb_153_153-width] => 125 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-130x159.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 159 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-144x177.png [thumb_232_177-width] => 144 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-530x650.png [thumb_272_325-width] => 530 [thumb_272_325-height] => 650 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-271x332.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 332 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-221x271.png [thumb_271_271-width] => 221 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-140x172.png [thumb_272_172-width] => 140 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-372x456.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 456 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-372x456.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 456 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-220x270.png [thumb_385_270-width] => 220 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-197x241.png [thumb_416_241-width] => 197 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-335x410.png [thumb_448_410-width] => 335 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-669x820.png [thumb_448_410_retina-width] => 669 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-312x382.png [thumb_574_382-width] => 312 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7-322x395.png [thumb_776_395-width] => 322 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7.png [gform-image-choice-sm-width] => 245 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7.png [gform-image-choice-md-width] => 326 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Monthly_call_out-7.png [gform-image-choice-lg-width] => 490 [gform-image-choice-lg-height] => 600 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 0.96% $0.00
T1: Monthly call out 0.69% -27.8% 78.3% $0.00

This experiment has a required sample size of 8,899 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

For this experiment, there was a decrease in the number of monthly gifts that came in during this testing period of 28%, with a 78% level of confidence. While the total number of gifts is just barely over the number we like to have to validate an experiment (50), there were a couple of differences in the two forms that contributed to mixed testing results.

On the control version, there is a check box one needs to select in order to make your gift become monthly; for the treatment version we not only introduced the visual call out, but also added in a tabbed form. We believe that this contributed to the change in conversion rates.

For future tests, we will try and isolate just a single change on the form to get a cleaner test result.


Experiment Documented by NextAfter

Question about experiment #93243

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