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The Heritage Foundation

How adding clarity of the gift type to the submit button affects transactions (Membercard)

Experiment ID: #199304

The Heritage Foundation

Experiment Summary

Timeframe: 08/20/2025 - 09/04/2025

The Heritage Foundation is urging its donors to refresh their membership cards as part of an effort to improve transaction completion.This experiment tested the hypothesis that adding clarity about the selected gift type (one-time or monthly) to the submit button on a donation page would increase completed transactions. The goal was to reduce any hesitation or uncertainty at the final step of the giving process by confirming to donors exactly what type of gift they were about to make.

We conducted an A/B test on the donation page from August 20, 2025 to September 4, 2025. The control version displayed the existing generic submit button “Make My Gift”, while the treatment version dynamically updated the button text to reflect the donor’s selected gift type (e.g. “Make My Monthly Gift” or “Make My One-Time Gift”). All other elements of the page remained the same. The primary success metric was completed transactions, with secondary metrics including form starts and abandonment rate.

This two-week A/B test provided insight into how small, high-visibility text changes at the point of conversion can influence donor behavior.

 

Research Question

We believe that adding clarity for the gift type on the submit button for donors will achieve an increase in transactions because the donor more clearly understands the commitment of the gift.

Design

C: Control
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T1: Gift Type in Submit Button
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https://www.nextafter.com/wp-content/uploads/Gift_Type_in_Submit_Button-19-25x50.png [admin-width] => 25 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/Gift_Type_in_Submit_Button-19-scaled.png [full-width] => 1256 [full-height] => 2560 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Gift_Type_in_Submit_Button-19-372x758.png [thumb_372-width] => 372 [thumb_372-height] => 758 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Gift_Type_in_Submit_Button-19-307x625.png [single_post_thumbnail-width] => 307 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Gift_Type_in_Submit_Button-19-16x32.png [thumb_32_32-width] => 16 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Gift_Type_in_Submit_Button-19-24x48.png [thumb_48_48-width] => 24 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Gift_Type_in_Submit_Button-19-31x64.png [thumb_64_64-width] => 31 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Gift_Type_in_Submit_Button-19-63x128.png [thumb_128_128-width] => 63 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Gift_Type_in_Submit_Button-19-33x67.png [thumb_122_67-width] => 33 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Gift_Type_in_Submit_Button-19-75x153.png [thumb_153_153-width] => 75 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Gift_Type_in_Submit_Button-19-80x163.png [thumb_130_163-width] => 80 [thumb_130_163-height] => 163 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Gift_Type_in_Submit_Button-19-87x177.png [thumb_232_177-width] => 87 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Gift_Type_in_Submit_Button-19-319x650.png [thumb_272_325-width] => 319 [thumb_272_325-height] => 650 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Gift_Type_in_Submit_Button-19-170x346.png [thumb_271_346-width] => 170 [thumb_271_346-height] => 346 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Gift_Type_in_Submit_Button-19-133x271.png [thumb_271_271-width] => 133 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Gift_Type_in_Submit_Button-19-84x172.png [thumb_272_172-width] => 84 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Gift_Type_in_Submit_Button-19-226x461.png [thumb_372_461-width] => 226 [thumb_372_461-height] => 461 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Gift_Type_in_Submit_Button-19-245x500.png [thumb_372_500-width] => 245 [thumb_372_500-height] => 500 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Gift_Type_in_Submit_Button-19-133x270.png [thumb_385_270-width] => 133 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Gift_Type_in_Submit_Button-19-118x241.png [thumb_416_241-width] => 118 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Gift_Type_in_Submit_Button-19-201x410.png [thumb_448_410-width] => 201 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Gift_Type_in_Submit_Button-19-402x820.png [thumb_448_410_retina-width] => 402 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Gift_Type_in_Submit_Button-19-187x382.png [thumb_574_382-width] => 187 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Gift_Type_in_Submit_Button-19-194x395.png [thumb_776_395-width] => 194 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Gift_Type_in_Submit_Button-19-scaled.png [gform-image-choice-sm-width] => 147 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Gift_Type_in_Submit_Button-19-scaled.png [gform-image-choice-md-width] => 196 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Gift_Type_in_Submit_Button-19-scaled.png [gform-image-choice-lg-width] => 294 [gform-image-choice-lg-height] => 600 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 3.4% $30.45
T1: Gift Type in Submit Button 2.3% -30.3% 81.1% $29.74

This experiment has a required sample size of 2,090 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

The key learnings from this experiment were that adding gift type clarity to the submit button did not increase transactions as hypothesized; instead, it resulted in a -30.3% relative decrease in conversion rate with an 81.1% confidence level, indicating a directional but not statistically significant negative effect.  Donors may have perceived the added detail as complexity or an unexpected change in their intended gift, creating last-minute doubt or second-guessing. Instead of offering reassurance, the extra wording may have disrupted their momentum toward completing the donation. Future testing could explore lighter, more subtle ways to reinforce gift type clarity earlier in the flow rather than at the final submit button. This could preserve donor confidence without disrupting the decision moment at the point of conversion.

Experiment Documented by NextAfter

Question about experiment #199304

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