How adding the gift amount in a donation form’s submit button affects donor conversion rate
Experiment ID: #192068
The Heritage Foundation
Experiment Summary
Timeframe: 10/17/2024 - 11/12/2024
The Heritage Foundation has a page where people can make a gift in order to become a member of Heritage. In an attempt to increase donor conversion rate on the campaign’s donation page, they wanted to test if adding the donor’s selected gift amount to the donation form’s submit button would increase clarity and lead more people to feel secure in their donation.
The control’s submit button read: “MAKE MY GIFT”
The treatment’s submit button read: “MAKE MY GIFT OF $[amount]”
The control and treatment each received 50% of traffic from on-site buttons and popups.
Research Question
We believe that adding the donor’s gift amount to the submit button for Heritage membership campaign donors will achieve an increase in donor conversion rate because the increase in clarity on the donation amount will lead more people to donate.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 3.0% | $76.53 | ||
| T1: | Treatment 1 | 2.9% | -0.8% | 3.9% | $74.38 |
This experiment has a required sample size of 3,594,592 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 learning from this experiment is that adding the donor’s gift amount to the submit button for Heritage membership campaign donors did not lead to an increase in donor conversion rate. In fact, the treatment version with the gift amount displayed saw a 0.8% decrease in transactions compared to the control version, but at a 3.92% level of confidence, these results cannot be relied upon as valid.
In future experimentation, it would be valuable to continue testing different variations of the submit button language and design to see what impact they have on donor conversion rates. Additionally, it may be beneficial to run experiments for a longer duration and with more traffic to ensure reliable and conclusive results.