NextAfter

How adding the gift amount in a donation form’s submit button affects donor conversion rate

Experiment ID: #191797

NextAfter

Experiment Summary

Timeframe: 10/11/2024 - 11/08/2024

The Heritage Foundation was running ads for their Election Fraud eBook offer, where visitors fill out a form to receive a copy of the eBook and then are redirected to a donation page. 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 Facebook ads, prospecting and housefile emails, and on-site popups.

Research Question

We believe that adding the donor’s gift amount to the submit button for eBook 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. because the increase in clarity on the donation amount will lead more people to donate.

Design

C: Control
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T1: Gift Amount in Submit Button
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https://www.nextafter.com/wp-content/uploads/Gift_Amount_in_Submit_Button-128x46.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 46 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Gift_Amount_in_Submit_Button-122x44.png [thumb_122_67-width] => 122 [thumb_122_67-height] => 44 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Gift_Amount_in_Submit_Button-153x55.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 55 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Gift_Amount_in_Submit_Button-130x46.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 46 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Gift_Amount_in_Submit_Button-232x83.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 83 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Gift_Amount_in_Submit_Button-544x194.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 194 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Gift_Amount_in_Submit_Button-271x97.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 97 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Gift_Amount_in_Submit_Button-271x97.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 97 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Gift_Amount_in_Submit_Button-272x97.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 97 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Gift_Amount_in_Submit_Button-372x133.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 133 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Gift_Amount_in_Submit_Button-372x133.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 133 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Gift_Amount_in_Submit_Button-385x138.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 138 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Gift_Amount_in_Submit_Button-416x149.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 149 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Gift_Amount_in_Submit_Button-448x160.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 160 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Gift_Amount_in_Submit_Button.png [thumb_448_410_retina-width] => 870 [thumb_448_410_retina-height] => 311 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Gift_Amount_in_Submit_Button-574x205.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 205 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Gift_Amount_in_Submit_Button-776x277.png [thumb_776_395-width] => 776 [thumb_776_395-height] => 277 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Gift_Amount_in_Submit_Button.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 107 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Gift_Amount_in_Submit_Button.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 143 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Gift_Amount_in_Submit_Button.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 214 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 3.7% $27.06
T1: Gift Amount in Submit Button 3.6% -1.2% 7.4% $26.50

This experiment has a required sample size of 1,327,448 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 the eBook campaign did not lead to an increase in donor conversion rate. In fact, the treatment group saw a decrease in Transactions for All Traffic. However, the statistical level of confidence was only 7.4%, which is below the standard threshold of 95% for results to be considered valid.

Therefore, we should not make any conclusive decisions based on the results of this experiment. It is important to recognize that sometimes variations in performance may occur due to random chance rather than a true impact of the changes made. In future experimentation, it is crucial to ensure that a sufficient sample size is used and that statistical significance is reached before drawing conclusions. Additionally, it may be beneficial to test other variations or factors that could potentially impact donor conversion rates to gain a better understanding of what drives donor behavior.


Experiment Documented by NextAfter

Question about experiment #191797

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