NextAfter

How adding autonomy to a “Wiki” banner impacts revenue V.1

Experiment ID: #171702

NextAfter

Experiment Summary

Timeframe: 03/07/2024 - 03/13/2024

Would adding a question and a simple decision to make an impact increase donor conversion on the homepage campaign wiki banner? By adding a level of autonomy to the donor experience and giving them “control” to say “Yes, I’d like to make an impact” or “No, I’m not interested today,” would we invite more participation in the campaign and insight additional donor conversions over our “regular” campaign messaging with a gift array?

Research Question

We believe that a decision point to make an impact for people who land on the homepage during a HUC will achieve a higher donor conversion rate because the donor has complete autonomy to click “yes” and participate or “no” and close out of the ask.

Design

C: Control
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T1: Variation 1
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[large] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-1024x157.png [large-width] => 640 [large-height] => 98 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Variation_1-4.png [1536x1536-width] => 1205 [1536x1536-height] => 185 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Variation_1-4.png [2048x2048-width] => 1205 [2048x2048-height] => 185 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-50x8.png [admin-width] => 50 [admin-height] => 8 [full] => https://www.nextafter.com/wp-content/uploads/Variation_1-4.png [full-width] => 1205 [full-height] => 185 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-372x57.png [thumb_372-width] => 372 [thumb_372-height] => 57 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-980x150.png [single_post_thumbnail-width] => 980 [single_post_thumbnail-height] => 150 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-32x5.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 5 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-48x7.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 7 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-64x10.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 10 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-128x20.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 20 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-122x19.png [thumb_122_67-width] => 122 [thumb_122_67-height] => 19 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-153x23.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 23 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-130x20.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 20 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-232x36.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 36 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-544x84.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 84 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-271x42.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 42 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-271x42.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 42 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-272x42.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 42 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-372x57.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 57 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-372x57.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 57 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-385x59.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 59 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-416x64.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 64 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-448x69.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 69 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-896x138.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 138 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-574x88.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 88 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Variation_1-4-776x119.png [thumb_776_395-width] => 776 [thumb_776_395-height] => 119 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Variation_1-4.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 46 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Variation_1-4.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 61 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Variation_1-4.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 92 ) ) )

Results

  Treatment Name Revenue per Visitor Relative Difference Confidence Average Gift
C: Control $2.27 $196.99
T1: Variation 1 $2.76 21.5% 68.1% $259.04

This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was not met so these experiment results are not valid.

Key Learnings

The key learning from this experiment is that adding a question and a simple decision to make an impact on the homepage campaign wiki banner resulted in a 21.5% increase in revenue for all traffic. This suggests that giving donors the autonomy to choose whether they want to participate or not can positively impact donor conversion rates. Further investigation will need to be done in order to see if the increase in revenue is actually related to the experiment or if there is a large gift that needs to be discluded.


Experiment Documented by NextAfter

Question about experiment #171702

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