How adding an average gift amount and minimum amount to the gift array impacts donor conversion rate
Experiment ID: #71248
The Fund for American Studies
Experiment Summary
Timeframe: 09/02/2021 - 11/14/2021
The Fund for American Studies wanted to execute a test previously inspired by a wikipedia tests that states the average donation amount (which is often a number that is not a standard, round number), and a minimum donation. The minimum donation is determined by the number of visitors to the site and the goal revenue amount for the organization. It is expected that average gift would be lower in this experiment, but it was hypothesized that the increase in donor conversion would make up for the potential loss in revenue.
This specific experiment was targeted to traffic from a specific offer that generated the most traffic (Marx Survey). Most traffic to this page is from paid social.
Research Question
We believe that adding a minimum amount and average amount to the gift array for survey takers will achieve an increase in donor conversion .
Design
C: Control - Default Gift Array
Array
(
[0] => Array
(
[ID] => 55725
[id] => 55725
[title] => Control_-_Default_Gift_Array.png
[filename] => Control_-_Default_Gift_Array.png
[filesize] => 241037
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array.png
[link] => https://www.nextafter.com/experiments/how-adding-an-average-gift-amount-and-minimum-amount-to-the-gift-array-impacts-donor-conversion-rate/attachment/control_-_default_gift_array-png-13/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control_-_default_gift_array-png-13
[status] => inherit
[uploaded_to] => 27486
[date] => 2023-11-27 22:01:12
[modified] => 2023-11-27 22:01:12
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1089
[height] => 1211
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-270x300.png
[medium-width] => 270
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-768x854.png
[medium_large-width] => 640
[medium_large-height] => 712
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-921x1024.png
[large-width] => 640
[large-height] => 712
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array.png
[1536x1536-width] => 1089
[1536x1536-height] => 1211
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array.png
[2048x2048-width] => 1089
[2048x2048-height] => 1211
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array.png
[tp-image-grid-width] => 629
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-45x50.png
[admin-width] => 45
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array.png
[full-width] => 1089
[full-height] => 1211
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-372x414.png
[thumb_372-width] => 372
[thumb_372-height] => 414
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-562x625.png
[single_post_thumbnail-width] => 562
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-29x32.png
[thumb_32_32-width] => 29
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-43x48.png
[thumb_48_48-width] => 43
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-58x64.png
[thumb_64_64-width] => 58
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-115x128.png
[thumb_128_128-width] => 115
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-60x67.png
[thumb_122_67-width] => 60
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-138x153.png
[thumb_153_153-width] => 138
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-130x145.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 145
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-159x177.png
[thumb_232_177-width] => 159
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-544x605.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 605
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-271x301.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 301
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-244x271.png
[thumb_271_271-width] => 244
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-155x172.png
[thumb_272_172-width] => 155
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-372x414.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 414
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-372x414.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 414
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-243x270.png
[thumb_385_270-width] => 243
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-217x241.png
[thumb_416_241-width] => 217
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-369x410.png
[thumb_448_410-width] => 369
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-737x820.png
[thumb_448_410_retina-width] => 737
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-344x382.png
[thumb_574_382-width] => 344
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-355x395.png
[thumb_776_395-width] => 355
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 55726
[id] => 55726
[title] => Treatment_-_Minimum_amount_&_Average_amount_in_Gift_Array.png
[filename] => Treatment_-_Minimum_amount__Average_amount_in_Gift_Array.png
[filesize] => 328984
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array.png
[link] => https://www.nextafter.com/experiments/how-adding-an-average-gift-amount-and-minimum-amount-to-the-gift-array-impacts-donor-conversion-rate/attachment/treatment_-_minimum_amount__average_amount_in_gift_array-png-13/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment_-_minimum_amount__average_amount_in_gift_array-png-13
[status] => inherit
[uploaded_to] => 27486
[date] => 2023-11-27 22:01:18
[modified] => 2023-11-27 22:01:18
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1130
[height] => 1185
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-286x300.png
[medium-width] => 286
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-768x805.png
[medium_large-width] => 640
[medium_large-height] => 671
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-976x1024.png
[large-width] => 640
[large-height] => 671
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array.png
[1536x1536-width] => 1130
[1536x1536-height] => 1185
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array.png
[2048x2048-width] => 1130
[2048x2048-height] => 1185
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array.png
[tp-image-grid-width] => 668
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-48x50.png
[admin-width] => 48
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array.png
[full-width] => 1130
[full-height] => 1185
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-372x390.png
[thumb_372-width] => 372
[thumb_372-height] => 390
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-596x625.png
[single_post_thumbnail-width] => 596
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-32x32.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-46x48.png
[thumb_48_48-width] => 46
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-61x64.png
[thumb_64_64-width] => 61
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-122x128.png
[thumb_128_128-width] => 122
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-64x67.png
[thumb_122_67-width] => 64
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-146x153.png
[thumb_153_153-width] => 146
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-130x136.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 136
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-169x177.png
[thumb_232_177-width] => 169
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-544x570.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 570
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-271x284.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 284
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-258x271.png
[thumb_271_271-width] => 258
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-164x172.png
[thumb_272_172-width] => 164
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-372x390.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 390
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-372x390.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 390
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-257x270.png
[thumb_385_270-width] => 257
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-230x241.png
[thumb_416_241-width] => 230
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-391x410.png
[thumb_448_410-width] => 391
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-782x820.png
[thumb_448_410_retina-width] => 782
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-364x382.png
[thumb_574_382-width] => 364
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-377x395.png
[thumb_776_395-width] => 377
[thumb_776_395-height] => 395
) ) )
T1: Treatment - Minimum amount & Average amount in Gift Array
Array
(
[0] => Array
(
[ID] => 55725
[id] => 55725
[title] => Control_-_Default_Gift_Array.png
[filename] => Control_-_Default_Gift_Array.png
[filesize] => 241037
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array.png
[link] => https://www.nextafter.com/experiments/how-adding-an-average-gift-amount-and-minimum-amount-to-the-gift-array-impacts-donor-conversion-rate/attachment/control_-_default_gift_array-png-13/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control_-_default_gift_array-png-13
[status] => inherit
[uploaded_to] => 27486
[date] => 2023-11-27 22:01:12
[modified] => 2023-11-27 22:01:12
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1089
[height] => 1211
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-270x300.png
[medium-width] => 270
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-768x854.png
[medium_large-width] => 640
[medium_large-height] => 712
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-921x1024.png
[large-width] => 640
[large-height] => 712
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array.png
[1536x1536-width] => 1089
[1536x1536-height] => 1211
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array.png
[2048x2048-width] => 1089
[2048x2048-height] => 1211
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array.png
[tp-image-grid-width] => 629
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-45x50.png
[admin-width] => 45
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array.png
[full-width] => 1089
[full-height] => 1211
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-372x414.png
[thumb_372-width] => 372
[thumb_372-height] => 414
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-562x625.png
[single_post_thumbnail-width] => 562
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-29x32.png
[thumb_32_32-width] => 29
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-43x48.png
[thumb_48_48-width] => 43
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-58x64.png
[thumb_64_64-width] => 58
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-115x128.png
[thumb_128_128-width] => 115
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-60x67.png
[thumb_122_67-width] => 60
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-138x153.png
[thumb_153_153-width] => 138
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-130x145.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 145
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-159x177.png
[thumb_232_177-width] => 159
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-544x605.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 605
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-271x301.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 301
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-244x271.png
[thumb_271_271-width] => 244
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-155x172.png
[thumb_272_172-width] => 155
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-372x414.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 414
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-372x414.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 414
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-243x270.png
[thumb_385_270-width] => 243
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-217x241.png
[thumb_416_241-width] => 217
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-369x410.png
[thumb_448_410-width] => 369
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-737x820.png
[thumb_448_410_retina-width] => 737
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-344x382.png
[thumb_574_382-width] => 344
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control_-_Default_Gift_Array-355x395.png
[thumb_776_395-width] => 355
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 55726
[id] => 55726
[title] => Treatment_-_Minimum_amount_&_Average_amount_in_Gift_Array.png
[filename] => Treatment_-_Minimum_amount__Average_amount_in_Gift_Array.png
[filesize] => 328984
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array.png
[link] => https://www.nextafter.com/experiments/how-adding-an-average-gift-amount-and-minimum-amount-to-the-gift-array-impacts-donor-conversion-rate/attachment/treatment_-_minimum_amount__average_amount_in_gift_array-png-13/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment_-_minimum_amount__average_amount_in_gift_array-png-13
[status] => inherit
[uploaded_to] => 27486
[date] => 2023-11-27 22:01:18
[modified] => 2023-11-27 22:01:18
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1130
[height] => 1185
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-286x300.png
[medium-width] => 286
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-768x805.png
[medium_large-width] => 640
[medium_large-height] => 671
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-976x1024.png
[large-width] => 640
[large-height] => 671
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array.png
[1536x1536-width] => 1130
[1536x1536-height] => 1185
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array.png
[2048x2048-width] => 1130
[2048x2048-height] => 1185
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array.png
[tp-image-grid-width] => 668
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-48x50.png
[admin-width] => 48
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array.png
[full-width] => 1130
[full-height] => 1185
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-372x390.png
[thumb_372-width] => 372
[thumb_372-height] => 390
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-596x625.png
[single_post_thumbnail-width] => 596
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-32x32.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-46x48.png
[thumb_48_48-width] => 46
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-61x64.png
[thumb_64_64-width] => 61
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-122x128.png
[thumb_128_128-width] => 122
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-64x67.png
[thumb_122_67-width] => 64
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-146x153.png
[thumb_153_153-width] => 146
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-130x136.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 136
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-169x177.png
[thumb_232_177-width] => 169
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-544x570.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 570
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-271x284.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 284
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-258x271.png
[thumb_271_271-width] => 258
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-164x172.png
[thumb_272_172-width] => 164
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-372x390.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 390
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-372x390.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 390
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-257x270.png
[thumb_385_270-width] => 257
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-230x241.png
[thumb_416_241-width] => 230
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-391x410.png
[thumb_448_410-width] => 391
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-782x820.png
[thumb_448_410_retina-width] => 782
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-364x382.png
[thumb_574_382-width] => 364
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_-_Minimum_amount__Average_amount_in_Gift_Array-377x395.png
[thumb_776_395-width] => 377
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control - Default Gift Array | 1.9% | |||
| T1: | Treatment - Minimum amount & Average amount in Gift Array | 2.5% | 29.7% | 95.5% |
This experiment has a required sample size of 5,095 in order to be valid. Since the experiment had a total sample size of 10,671, 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
× 29.7% increase in conversion rate
× 0% increase in average gift
Key Learnings
The final results of the experiment did provide a valid 29.7% lift in donor conversion. As expected, the average gift for the treatment was lower than that of the control. Our conclusion is that given amounts that make it relative to others’ giving habits, make prospective donors more likely to take action. However, it took several months for this experiment to validate. Should we roll this out as the control, we would need more data to ensure this is a viable strategy. It is recommended to test this on multiple instant donation pages as well as the main donation page.
Observations of the impact on other visitor segments in the experiment:
- Mobile visitors had a 31.1% increase in donations with a 94% level of confidence.
- Returning visitors had a 33.9% increase in donations with an 90% level of confidence.