How an animated icon on the monthly tab of a donation page impacts monthly donations
Experiment ID: #172208
Care Net
Experiment Summary
Timeframe: 03/14/2024 - 04/23/2024
Care Net has “Donate” and “Give Monthly” buttons in the header of their website. They both lead to different donation pages. The “Give Monthly” button leads to a page that defaults to a monthly gift with a checkmark. We wanted to test that using a tabbed donation form, that defaults to monthly, and has an animated heart icon. We think it could increase monthly gifts.
Research Question
We believe that a tabbed donation form, that defaults to monthly, and has an animated heart icon for donation page vistors will achieve an increase in monthly gifts because the animated heart makes it more appealing to look at.
Design
C: Control
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T1: Variation 1
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 5.1% | $68.00 | ||
| T1: | Variation 1 | 0.00% | -100.0% | 96.0% | $91.90 |
This experiment has a required sample size of 73 in order to be valid. Since the experiment had a total sample size of 157, 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
× 100.0% decrease in conversion rate
× 35.1% increase in average gift
100.0% decrease in revenue
Key Learnings
The key learnings from this experiment are that the tabbed donation form with an animated heart icon, which defaulted to monthly giving, did not lead to the expected increase in monthly gifts. The treatment group experienced a 100.0% decrease in recurring donations compared to the control group. This result was statistically significant at a 96.0% confidence level. Even though the experiment is considered valid, we should retest this because there were only four conversions total. Based on these findings, it is important to reconsider the hypothesis that the animated heart icon would make the donation form more appealing and lead to an increase in monthly gifts. Future experimentation should focus on testing different elements and factors that could genuinely appeal to donors and encourage recurring donations. It is crucial to continuously test and iterate on donation forms to find the most effective design and messaging for encouraging donors to give monthly.