How clarifying and reinforcing the monthly ask affected revenue per visitor
Prison Fellowship International
Experiment Summary
Ended On: 09/07/2021
Prison Fellowship International wanted to increase their monthly donor conversion rate for their Lamplighter prison ministry program. In reviewing the page, they found two key opportunities to optimize conversion. First, they hypothesized the design of the “one-time” or “monthly” selector might be making it unclear to the viewer which option was selected. To attempt to make this clearer, they changed the color and added a checkbox to increase visual certainty as to which option was selected.
Then, in an attempt to increase the percentage of donors who selected a monthly gift, they added an image and a text callout that reinforced the benefits of giving a monthly gift for the organization and for the donor.
Research Question
We believe that clarifying and reinforcing the monthly ask for prospective donors will achieve an increase in monthly donor conversion.
Design
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $0.87 | $28.86 | ||
| T1: | Treatment #1 | $2.11 | 143.0% | 99.8% | $57.62 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was met so these 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
× 21.7% increase in conversion rate
× 99.6% increase in average gift
143.0% increase in revenue
Key Learnings
After running for several weeks, the treatment directionally increased recurring donor conversion, but the result was not significant or statistically valid.
However, looking at overall donations, there was a 21.7% increase in all giving, and a noticeable lift in average gift, even after large outlier gifts were removed. When revenue per visitor was calculated, it emerged that the combination of increased conversion and increased average gift led to a 134.6% increase in revenue.
The big question is why did this happen?
Our hypothesis is that clarifying whether “one-time” or “monthly” was selected increased conversion by giving more clarity to the visitor as to their gift type. This may also have had an impact on average gift as one-time donors (who typically give larger gifts) were more confident that their gift was, in fact, one-time. Additionally we hypothesize that the “impact language” designed to increase recurring gift conversion increased overall average gift by inserting value proposition into transactional donation form, right at the moment before the donor selected how much they were going to give.
The next test will focus on providing separate gift arrays for “one-time” and “monthly” selections with the goal of increasing average gift for one-time gifts.