How an open field on a donation form affects donor conversion rate
Experiment ID: #6700
CaringBridge
Experiment Summary
Timeframe: 05/14/2017 - 06/06/2017
CaringBridge had executed several tests on their main donation page and found that the motivation to give on that page was very different than on their “tribute” pages, which was where most of their revenue came in. Their main donation page had a high average gift, and the motivation to give had proven to be much less personal and much more mission-based.
Since average gifts were high on this page, they wondered if the six-button gift array (which had beaten a three-button array in a previous test) were actually hindering average gift and conversion. The suggested gift amounts were meant to provide relief to decision friction—but what if they added to it?
CaringBridge decided to test this array against an “open field”, which allowed the donor to decide on their own gift amount, with a stated minimum donation of $10. They split the traffic to determine which had a greater effect on donor conversion rate.
Research Question
How does an open field on a donation form affect donor conversion rate?
Design
C: Six-Button Array
Array
(
[0] => Array
(
[ID] => 13668
[id] => 13668
[title] => cb-control-array.png
[filename] => cb-control-array.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array.png
[link] => https://www.nextafter.com/experiments/how-an-open-field-on-a-donation-form-affects-donor-conversion-rate/attachment/cb-control-array-png/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => cb-control-array-png
[status] => inherit
[uploaded_to] => 13667
[date] => 2021-02-25 06:36:55
[modified] => 2021-02-25 06:36:55
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 763
[height] => 935
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-245x300.png
[medium-width] => 245
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array.png
[medium_large-width] => 640
[medium_large-height] => 784
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array.png
[large-width] => 640
[large-height] => 784
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array.png
[1536x1536-width] => 763
[1536x1536-height] => 935
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array.png
[2048x2048-width] => 763
[2048x2048-height] => 935
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array.png
[tp-image-grid-width] => 571
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-41x50.png
[admin-width] => 41
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array.png
[full-width] => 763
[full-height] => 935
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-372x456.png
[thumb_372-width] => 372
[thumb_372-height] => 456
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-510x625.png
[single_post_thumbnail-width] => 510
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-26x32.png
[thumb_32_32-width] => 26
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-39x48.png
[thumb_48_48-width] => 39
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-52x64.png
[thumb_64_64-width] => 52
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-104x128.png
[thumb_128_128-width] => 104
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-55x67.png
[thumb_122_67-width] => 55
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-125x153.png
[thumb_153_153-width] => 125
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-130x159.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 159
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-144x177.png
[thumb_232_177-width] => 144
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-530x650.png
[thumb_272_325-width] => 530
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-271x332.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 332
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-221x271.png
[thumb_271_271-width] => 221
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-140x172.png
[thumb_272_172-width] => 140
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-372x456.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 456
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-372x456.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 456
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-220x270.png
[thumb_385_270-width] => 220
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-197x241.png
[thumb_416_241-width] => 197
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-335x410.png
[thumb_448_410-width] => 335
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-669x820.png
[thumb_448_410_retina-width] => 669
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-312x382.png
[thumb_574_382-width] => 312
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-322x395.png
[thumb_776_395-width] => 322
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 13669
[id] => 13669
[title] => cb-treatment-open-field.png
[filename] => cb-treatment-open-field.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field.png
[link] => https://www.nextafter.com/experiments/how-an-open-field-on-a-donation-form-affects-donor-conversion-rate/attachment/cb-treatment-open-field-png/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => cb-treatment-open-field-png
[status] => inherit
[uploaded_to] => 13667
[date] => 2021-02-25 06:37:03
[modified] => 2021-02-25 06:37:03
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 767
[height] => 904
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-255x300.png
[medium-width] => 255
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field.png
[medium_large-width] => 640
[medium_large-height] => 754
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field.png
[large-width] => 640
[large-height] => 754
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field.png
[1536x1536-width] => 767
[1536x1536-height] => 904
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field.png
[2048x2048-width] => 767
[2048x2048-height] => 904
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field.png
[tp-image-grid-width] => 594
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-42x50.png
[admin-width] => 42
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field.png
[full-width] => 767
[full-height] => 904
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-372x438.png
[thumb_372-width] => 372
[thumb_372-height] => 438
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-530x625.png
[single_post_thumbnail-width] => 530
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-27x32.png
[thumb_32_32-width] => 27
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-41x48.png
[thumb_48_48-width] => 41
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-54x64.png
[thumb_64_64-width] => 54
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-109x128.png
[thumb_128_128-width] => 109
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-57x67.png
[thumb_122_67-width] => 57
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-130x153.png
[thumb_153_153-width] => 130
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-130x153.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 153
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-150x177.png
[thumb_232_177-width] => 150
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-544x641.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 641
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-271x319.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 319
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-230x271.png
[thumb_271_271-width] => 230
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-146x172.png
[thumb_272_172-width] => 146
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-372x438.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 438
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-372x438.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 438
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-229x270.png
[thumb_385_270-width] => 229
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-204x241.png
[thumb_416_241-width] => 204
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-348x410.png
[thumb_448_410-width] => 348
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-696x820.png
[thumb_448_410_retina-width] => 696
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-324x382.png
[thumb_574_382-width] => 324
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-335x395.png
[thumb_776_395-width] => 335
[thumb_776_395-height] => 395
) ) )
T1: Open Field
Array
(
[0] => Array
(
[ID] => 13668
[id] => 13668
[title] => cb-control-array.png
[filename] => cb-control-array.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array.png
[link] => https://www.nextafter.com/experiments/how-an-open-field-on-a-donation-form-affects-donor-conversion-rate/attachment/cb-control-array-png/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => cb-control-array-png
[status] => inherit
[uploaded_to] => 13667
[date] => 2021-02-25 06:36:55
[modified] => 2021-02-25 06:36:55
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 763
[height] => 935
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-245x300.png
[medium-width] => 245
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array.png
[medium_large-width] => 640
[medium_large-height] => 784
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array.png
[large-width] => 640
[large-height] => 784
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array.png
[1536x1536-width] => 763
[1536x1536-height] => 935
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array.png
[2048x2048-width] => 763
[2048x2048-height] => 935
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array.png
[tp-image-grid-width] => 571
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-41x50.png
[admin-width] => 41
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array.png
[full-width] => 763
[full-height] => 935
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-372x456.png
[thumb_372-width] => 372
[thumb_372-height] => 456
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-510x625.png
[single_post_thumbnail-width] => 510
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-26x32.png
[thumb_32_32-width] => 26
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-39x48.png
[thumb_48_48-width] => 39
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-52x64.png
[thumb_64_64-width] => 52
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-104x128.png
[thumb_128_128-width] => 104
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-55x67.png
[thumb_122_67-width] => 55
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-125x153.png
[thumb_153_153-width] => 125
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-130x159.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 159
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-144x177.png
[thumb_232_177-width] => 144
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-530x650.png
[thumb_272_325-width] => 530
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-271x332.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 332
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-221x271.png
[thumb_271_271-width] => 221
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-140x172.png
[thumb_272_172-width] => 140
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-372x456.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 456
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-372x456.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 456
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-220x270.png
[thumb_385_270-width] => 220
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-197x241.png
[thumb_416_241-width] => 197
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-335x410.png
[thumb_448_410-width] => 335
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-669x820.png
[thumb_448_410_retina-width] => 669
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-312x382.png
[thumb_574_382-width] => 312
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-control-array-322x395.png
[thumb_776_395-width] => 322
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 13669
[id] => 13669
[title] => cb-treatment-open-field.png
[filename] => cb-treatment-open-field.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field.png
[link] => https://www.nextafter.com/experiments/how-an-open-field-on-a-donation-form-affects-donor-conversion-rate/attachment/cb-treatment-open-field-png/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => cb-treatment-open-field-png
[status] => inherit
[uploaded_to] => 13667
[date] => 2021-02-25 06:37:03
[modified] => 2021-02-25 06:37:03
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 767
[height] => 904
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-255x300.png
[medium-width] => 255
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field.png
[medium_large-width] => 640
[medium_large-height] => 754
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field.png
[large-width] => 640
[large-height] => 754
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field.png
[1536x1536-width] => 767
[1536x1536-height] => 904
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field.png
[2048x2048-width] => 767
[2048x2048-height] => 904
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field.png
[tp-image-grid-width] => 594
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-42x50.png
[admin-width] => 42
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field.png
[full-width] => 767
[full-height] => 904
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-372x438.png
[thumb_372-width] => 372
[thumb_372-height] => 438
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-530x625.png
[single_post_thumbnail-width] => 530
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-27x32.png
[thumb_32_32-width] => 27
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-41x48.png
[thumb_48_48-width] => 41
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-54x64.png
[thumb_64_64-width] => 54
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-109x128.png
[thumb_128_128-width] => 109
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-57x67.png
[thumb_122_67-width] => 57
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-130x153.png
[thumb_153_153-width] => 130
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-130x153.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 153
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-150x177.png
[thumb_232_177-width] => 150
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-544x641.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 641
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-271x319.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 319
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-230x271.png
[thumb_271_271-width] => 230
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-146x172.png
[thumb_272_172-width] => 146
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-372x438.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 438
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-372x438.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 438
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-229x270.png
[thumb_385_270-width] => 229
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-204x241.png
[thumb_416_241-width] => 204
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-348x410.png
[thumb_448_410-width] => 348
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-696x820.png
[thumb_448_410_retina-width] => 696
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-324x382.png
[thumb_574_382-width] => 324
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/cb-treatment-open-field-335x395.png
[thumb_776_395-width] => 335
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Six-Button Array | 3.3% | ||
| T1: | Open Field | 7.4% | 125.9% | 99.0% |
This experiment has a required sample size of 226 in order to be valid. Since the experiment had a total sample size of 785, 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
× 125.9% increase in conversion rate
× 0% increase in average gift
Key Learnings
The treatment produced a 125.9% lift in conversion on the main donation page. This showed that the array, which was designed to combat decision friction, might have actually contributed to it. One danger in the open field treatment was that average gift would dip without the suggested amounts to provide “anchors”. CaringBridge kept a close eye on average gift, but found no valid difference in the two forms, which meant that there was a valid revenue increase from this test.
This prompted a series of tests to separate desktop traffic from mobile and determine the individual impact of each experience on conversion.