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Canadian Taxpayers Federation

How eliminating the highest gift array option from a donation form impacted conversion

Experiment ID: #169392

Canadian Taxpayers Federation

Experiment Summary

Timeframe: 02/06/2024 - 02/23/2024

When sending non-donor traffic to a donation page after signing a petition, we wondered if having a $200 option in the gift array was necessary or if would harm conversion by making non-donors have more options to consider, and feeling that if they could not make a large gift amount, then they should not give. We wondered if by reducing the friction in the process by taking out the highest option—which we surmised would be the lowest likely option for a non-donor to choose as their first gift—we would see an increase in conversion from this audience. We split traffic 50/50 via email.

Research Question

We believe that reducing the number of gift array options for a non donor audience will achieve an increase in conversion because there is reduced friction in the decision making process.

Design

C: Control
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) )
T1: Drop largest array amount
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) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 0.59% $29.61
T1: Drop largest array amount 0.75% 28.5% 99.0% $0.00

This experiment has a required sample size of 18,303 in order to be valid. Since the experiment had a total sample size of 62,910, 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
Ă— 28.5% increase in conversion rate
Ă— 100.0% decrease in average gift
100.0% decrease in revenue

Key Learnings

The key learning from this experiment is that reducing the number of gift array options for a non-donor audience led to a significant increase in conversions. By removing the highest option of $200 from the donation page, there was reduced friction in the decision-making process for potential donors, resulting in a 28.5% increase in transactions with 98% level of confidence for the non-donor traffic that qualified for entry in the test. This increase in conversions demonstrates that providing fewer options can help streamline the donation process and encourage more individuals to make a contribution. In future experimentation, it would be beneficial to continue testing the impact of reducing the number of gift array options on conversion rates. This could involve further refining the donation page by eliminating additional high-end donation amounts or simplifying the overall layout to make it easier for potential donors to choose a gift amount. Additionally, it would be valuable to explore how this approach may impact donor retention and overall fundraising success in the long term. By incorporating the learnings from this experiment into future testing and optimization strategies, the Canadian Taxpayers Federation can continue to improve its donation process and drive greater support for its cause.

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

Question about experiment #169392

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