How does pre-selecting monthly on a tabbed form impact recurring gifts in paid media?
Experiment ID: #198799
Time of Grace
Experiment Summary
Timeframe: 07/23/2025 - 08/25/2025
Time of Grace had recently tested into and rolled out a valid increase in overall transactions, when using a tabbed form for paid media traffic. We hypothesize that defaulting the tab to monthly would passively increase recurring giving while not having a negative impact on overall transactions.
Research Question
We believe that
defaulting the tabbed form to monthly for paid media users on instant donation pages will achieve an increase in recurring giving, while not negatively impacting overall transactions because it treats monthly giving like a priority, suggesting it as the primary way of giving, versus an after-thought or add-on.
because it treats monthly giving like a priority, suggesting it as the primary way of giving, versus an after-thought or add-on.
because it treats monthly giving like a priority, suggesting it as the primary way of giving, versus an after-thought or add-on.
Design
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[large] => https://www.nextafter.com/wp-content/uploads/Variation_2.png
[large-width] => 640
[large-height] => 361
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Variation_2.png
[1536x1536-width] => 994
[1536x1536-height] => 561
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Variation_2.png
[2048x2048-width] => 994
[2048x2048-height] => 561
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Variation_2-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Variation_2-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Variation_2-50x28.png
[admin-width] => 50
[admin-height] => 28
[full] => https://www.nextafter.com/wp-content/uploads/Variation_2.png
[full-width] => 994
[full-height] => 561
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Variation_2-372x210.png
[thumb_372-width] => 372
[thumb_372-height] => 210
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Variation_2-980x553.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 553
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Variation_2-32x18.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 18
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Variation_2-48x27.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 27
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Variation_2-64x36.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 36
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Variation_2-128x72.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 72
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Variation_2-119x67.png
[thumb_122_67-width] => 119
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Variation_2-153x86.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 86
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Variation_2-130x73.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 73
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Variation_2-232x131.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 131
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Variation_2-544x307.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 307
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Variation_2-271x153.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 153
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Variation_2-271x153.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 153
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Variation_2-272x154.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 154
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Variation_2-372x210.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 210
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Variation_2-372x210.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 210
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Variation_2-385x217.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 217
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Variation_2-416x235.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 235
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Variation_2-448x253.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 253
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Variation_2-896x506.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 506
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Variation_2-574x324.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 324
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Variation_2-700x395.png
[thumb_776_395-width] => 700
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Variation_2.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 169
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Variation_2.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 226
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Variation_2.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 339
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Variation 1 | 0.03% | ||
| T1: | Variation 2 | 0.41% | 1,354.8% | 100.0% |
This experiment has a required sample size of 1,165 in order to be valid. Since the experiment had a total sample size of 7,194, 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
× 1,354.8% increase in conversion rate
× 0% increase in average gift
Key Learnings
Based on this data, defaulting the tabbed form to monthly giving for paid media users on instant donation pages significantly increased recurring donations by 1,354.5%.
In addition, Overall Transactions were not negatively impacted; instead, there was a slight bump in giving overall to the treatment. Indicating that this experience is not misleading, and of the 300+ donors who participated, donors were selecting the type of gift they wanted to give—whether that was monthly or one-time. Total transactions and validity of the lift can be seen below:
Overall Transactions:
Control: 3,452 Samples | 151 Donations |
Treatment: 3,652 Samples | 172 Donations | +10% Increase with 64% LOC.
Finally, within the time frame of this experiment being run only one donor reached out to cancel their monthly gift. The impact of this experiment is that Time of Grace can now begin passively acquiring recurring donors from their paid media traffic, without any increase to budget or a separate monthly campaign.