How communicating value with the gift array affects revenue and member acquisition
Experiment ID: #1951
Texas State Historical Association
Experiment Summary
Timeframe: 05/29/2015 - 08/27/2015
The Texas State Historical Association is a membership-based organization with varying levels of benefits at each member level. The idea is to incentivize members to increase their giving in order to raise the average gift.
The most common donation form listed out each membership level and the associated benefits. This design led to a long donation form that was heavy on the copy. Our concern was that this structure produced additional friction to the giving process which would, in turn, lower conversion.  We wanted to find a way to decrease the size of the form while still communicating the value of each membership level. We decided to test a new form that utilized stylized buttons and a single, dynamic paragraph to describe the associated benefits of their selected level.
Research Question
Which donation form will produce the most revenue and new members for the organization?
Design
C: Membership Language
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[thumbnail] => https://www.nextafter.com/wp-content/uploads/T-TSHA-Buttons-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/T-TSHA-Buttons-90x300.png
[medium-width] => 90
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/T-TSHA-Buttons-768x2572.png
[medium_large-width] => 640
[medium_large-height] => 2143
[large] => https://www.nextafter.com/wp-content/uploads/T-TSHA-Buttons-306x1024.png
[large-width] => 306
[large-height] => 1024
[1536x1536] => https://www.nextafter.com/wp-content/uploads/T-TSHA-Buttons-459x1536.png
[1536x1536-width] => 459
[1536x1536-height] => 1536
[2048x2048] => https://www.nextafter.com/wp-content/uploads/T-TSHA-Buttons-611x2048.png
[2048x2048-width] => 611
[2048x2048-height] => 2048
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/T-TSHA-Buttons.png
[tp-image-grid-width] => 209
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/T-TSHA-Buttons-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/T-TSHA-Buttons-15x50.png
[admin-width] => 15
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/T-TSHA-Buttons.png
[full-width] => 893
[full-height] => 2991
[thumb_372] => https://www.nextafter.com/wp-content/uploads/T-TSHA-Buttons-372x1246.png
[thumb_372-width] => 372
[thumb_372-height] => 1246
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/T-TSHA-Buttons-187x625.png
[single_post_thumbnail-width] => 187
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/T-TSHA-Buttons-10x32.png
[thumb_32_32-width] => 10
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/T-TSHA-Buttons-14x48.png
[thumb_48_48-width] => 14
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/T-TSHA-Buttons-19x64.png
[thumb_64_64-width] => 19
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/T-TSHA-Buttons-38x128.png
[thumb_128_128-width] => 38
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/T-TSHA-Buttons-20x67.png
[thumb_122_67-width] => 20
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/T-TSHA-Buttons-46x153.png
[thumb_153_153-width] => 46
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/T-TSHA-Buttons-49x163.png
[thumb_130_163-width] => 49
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/T-TSHA-Buttons-53x177.png
[thumb_232_177-width] => 53
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/T-TSHA-Buttons-194x650.png
[thumb_272_325-width] => 194
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/T-TSHA-Buttons-103x346.png
[thumb_271_346-width] => 103
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/T-TSHA-Buttons-81x271.png
[thumb_271_271-width] => 81
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/T-TSHA-Buttons-51x172.png
[thumb_272_172-width] => 51
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/T-TSHA-Buttons-138x461.png
[thumb_372_461-width] => 138
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/T-TSHA-Buttons-149x500.png
[thumb_372_500-width] => 149
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/T-TSHA-Buttons-81x270.png
[thumb_385_270-width] => 81
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/T-TSHA-Buttons-72x241.png
[thumb_416_241-width] => 72
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/T-TSHA-Buttons-122x410.png
[thumb_448_410-width] => 122
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/T-TSHA-Buttons-245x820.png
[thumb_448_410_retina-width] => 245
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/T-TSHA-Buttons-114x382.png
[thumb_574_382-width] => 114
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/T-TSHA-Buttons-118x395.png
[thumb_776_395-width] => 118
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/T-TSHA-Buttons.png
[gform-image-choice-sm-width] => 90
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/T-TSHA-Buttons.png
[gform-image-choice-md-width] => 119
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/T-TSHA-Buttons.png
[gform-image-choice-lg-width] => 179
[gform-image-choice-lg-height] => 600
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Membership Language | 1.00% | ||
| T1: | Designed Buttons | 0.94% | -5.9% | 49.3% |
This experiment has a required sample size of 215,128 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 new treatment with stylized buttons produced no significant lift to either average gift or conversion. We were able to reduce friction on the form but, by hiding the benefits of each membership level, we equally reduced the incentive. These two factors offset each other which resulted a no significant change.