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Care Net

How an exit-intent monthly gift popup affects recurring donor conversion rate

Experiment ID: #197405

Care Net

Experiment Summary

Timeframe: 04/01/2025 - 06/03/2025

Care Net is a ministry that supports a national network of pregnancy centers serving women, men, and families facing pregnancy decisions. Through its work, Care Net seeks to provide practical support, life-affirming resources, and gospel-centered care through local pregnancy centers.

In this experiment, Care Net tested whether presenting visitors with an exit-intent popup before they left the donation experience would increase recurring donations. The control experience did not include an exit-intent popup. The treatment experience displayed a popup when a visitor showed intent to leave the page. The popup asked visitors to consider making a smaller ongoing gift, specifically a $10 monthly donation, before exiting.

The message emphasized the donor’s existing concern for moms and dads, the ongoing need for life-saving support, and the sustainability created through monthly giving. The goal was to determine whether a timely interruption at the point of abandonment could redirect visitors toward a lower-barrier recurring gift option. This test was evaluated using the overall transaction conversion rate and the recurring donation conversion rate for all traffic.

Research Question

We believe that some visitors may leave the donation page without completing a gift due to hesitation, lack of urgency, or uncertainty about gift amount, so presenting an exit-intent popup with a clear, low-cost monthly giving ask would increase recurring donation conversions by giving abandoning visitors a timely and specific alternative action before they leave.

Design

C: Control
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T1: Variation 1
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https://www.nextafter.com/wp-content/uploads/Variation_1-13-1024x607.png [large-width] => 640 [large-height] => 379 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Variation_1-13.png [1536x1536-width] => 1246 [1536x1536-height] => 738 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Variation_1-13.png [2048x2048-width] => 1246 [2048x2048-height] => 738 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Variation_1-13-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Variation_1-13-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Variation_1-13-50x30.png [admin-width] => 50 [admin-height] => 30 [full] => https://www.nextafter.com/wp-content/uploads/Variation_1-13.png [full-width] => 1246 [full-height] => 738 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Variation_1-13-372x220.png [thumb_372-width] => 372 [thumb_372-height] => 220 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Variation_1-13-980x580.png [single_post_thumbnail-width] => 980 [single_post_thumbnail-height] => 580 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Variation_1-13-32x19.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 19 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Variation_1-13-48x28.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 28 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Variation_1-13-64x38.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 38 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Variation_1-13-128x76.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 76 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Variation_1-13-113x67.png [thumb_122_67-width] => 113 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Variation_1-13-153x91.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 91 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Variation_1-13-130x77.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 77 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Variation_1-13-232x137.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 137 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Variation_1-13-544x322.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 322 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Variation_1-13-271x161.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 161 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Variation_1-13-271x161.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 161 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Variation_1-13-272x161.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 161 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Variation_1-13-372x220.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 220 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Variation_1-13-372x220.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 220 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Variation_1-13-385x228.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 228 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Variation_1-13-407x241.png [thumb_416_241-width] => 407 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Variation_1-13-448x265.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 265 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Variation_1-13-896x531.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 531 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Variation_1-13-574x340.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 340 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Variation_1-13-667x395.png [thumb_776_395-width] => 667 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Variation_1-13.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 178 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Variation_1-13.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 237 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Variation_1-13.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 355 ) ) )

Results

  Treatment Name Revenue per Visitor Relative Difference Confidence Average Gift
C: Control $59.03 $283.36
T1: Variation 1 $72.30 22.5% 42.0% $356.22

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 presenting visitors with an exit-intent popup before they leave the donation experience may increase recurring donations. The treatment, which included the popup asking for a $10 monthly donation, resulted in a 22.5% increase in Revenue for All Traffic. However, the confidence level was only 42.0%, below the recommended 95% threshold for valid results. In future experimentation, it is important to ensure that the sample size is sufficient to reach a higher level of statistical confidence. This will help in determining the true impact of the intervention. Additionally, it may be beneficial to further refine the messaging and design of the exit-intent popup to maximize its effectiveness in prompting visitors to consider a recurring donation. Overall, while the initial results are promising, further testing with larger sample sizes and refined strategies is necessary to draw more definitive conclusions and make informed decisions for future fundraising efforts.

Experiment Documented by NextAfter

Question about experiment #197405

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