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Canadian Taxpayers Federation

How asking for $20 vs. $10 in a single gift array impacted donor conversion

Experiment ID: #128534

Canadian Taxpayers Federation

Experiment Summary

Timeframe: 02/15/2023 - 02/20/2023

Through previous testing, we were identifying some trends that offering donors one $10 gift array was increasing conversion in some instances so we were interested to learn if the increase in conversion was occurring because of the AMOUNT of the ask or purely the SINGULARITY of the ask. So we developed one treatment with the single array of $10 and created a second treatment that kept all elements the same except made the single gift array a $20 option instead. We split traffic equally across the 3 versions and ran the test for 5 days.

Research Question

We believe that increasing the amount of a single gift array choice for donation page visitors will achieve an increase in revenue because not only will more people will be saying “yes” and they will be saying “yes” to a higher amount.

Design

C: Control
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T1: $10
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T2: $20
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[link] => https://www.nextafter.com/experiments/how-asking-for-20-vs-10-in-a-single-gift-array-impacted-donor-conversion/attachment/10-png-2/ [alt] => [author] => 0 [description] => [caption] => [name] => 10-png-2 [status] => inherit [uploaded_to] => 50847 [date] => 2023-03-02 23:37:46 [modified] => 2023-03-02 23:37:46 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 809 [height] => 598 [sizes] => Array ( [thumbnail] => https://www.nextafter.com/wp-content/uploads/10-1-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://www.nextafter.com/wp-content/uploads/10-1-300x222.png [medium-width] => 300 [medium-height] => 222 [medium_large] => https://www.nextafter.com/wp-content/uploads/10-1-768x568.png [medium_large-width] => 640 [medium_large-height] => 473 [large] => https://www.nextafter.com/wp-content/uploads/10-1.png [large-width] => 640 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[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/10-1.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 296 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/10-1.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 444 ) ) [2] => Array ( [ID] => 50853 [id] => 50853 [title] => $20.png [filename] => 20-1.png [filesize] => 104580 [url] => https://www.nextafter.com/wp-content/uploads/20-1.png [link] => https://www.nextafter.com/experiments/how-asking-for-20-vs-10-in-a-single-gift-array-impacted-donor-conversion/attachment/20-png-2/ [alt] => [author] => 0 [description] => [caption] => [name] => 20-png-2 [status] => inherit [uploaded_to] => 50847 [date] => 2023-03-02 23:37:55 [modified] => 2023-03-02 23:37:55 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://www.nextafter.com/wp-includes/images/media/default.png [width] => 830 [height] => 609 [sizes] => 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[post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/20-1-50x37.png [admin-width] => 50 [admin-height] => 37 [full] => https://www.nextafter.com/wp-content/uploads/20-1.png [full-width] => 830 [full-height] => 609 [thumb_372] => https://www.nextafter.com/wp-content/uploads/20-1-372x273.png [thumb_372-width] => 372 [thumb_372-height] => 273 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/20-1.png [single_post_thumbnail-width] => 830 [single_post_thumbnail-height] => 609 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/20-1-32x23.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 23 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/20-1-48x35.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 35 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/20-1-64x47.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 47 [thumb_128_128] => 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https://www.nextafter.com/wp-content/uploads/20-1-271x199.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 199 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/20-1-234x172.png [thumb_272_172-width] => 234 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/20-1-372x273.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 273 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/20-1-372x273.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 273 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/20-1-368x270.png [thumb_385_270-width] => 368 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/20-1-328x241.png [thumb_416_241-width] => 328 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/20-1-448x329.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 329 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/20-1.png [thumb_448_410_retina-width] => 830 [thumb_448_410_retina-height] => 609 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/20-1-521x382.png [thumb_574_382-width] => 521 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/20-1-538x395.png [thumb_776_395-width] => 538 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/20-1.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 220 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/20-1.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 293 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/20-1.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 440 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 13.5% $0.00
T1: $10 13.7% 1.5% 5.2% $0.00
T2: $20 12.6% -6.8% 23.3% $0.00

This experiment has a required sample size of 10,532 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 increasing the amount of a single gift array choice in donation pages can result in a slight increase in donations. However, the results are not statistically significant enough to be considered valid. It's also important to note that the treatment resulted in a significant decrease in donations from male visitors and visitors aged 65+. In future experimentation, it would be beneficial to test different gift array amounts and language to determine the best combination for increasing donations without negatively impacting certain visitor demographics. It's also important to ensure that experiments are run for a longer duration to obtain statistically significant results.

Experiment Documented by Rebekah Josefy
Rebekah Josefy is an Optimization Director at NextAfter.

Question about experiment #128534

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