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International Mission Board

How gift array options in a high urgency sticky bar impact donor conversion metrics

Experiment ID: #201859

International Mission Board

Experiment Summary

Timeframe: 01/15/2026 - 01/19/2026

During IMB’s 2026 Winter Olympics campaign, we re-tested the inclusion of gift array buttons within the site’s sticky bar to better understand how this element influences donor behavior.

In reviewing the original execution, we identified opportunities to improve how the sticky bar guided visitors toward giving—particularly around campaign value proposition and giving array amounts. Rather than assume performance, we felt it was important to re-test this approach to gain a clearer, data-backed read on its effectiveness.

For this test, 50% of site traffic was shown the standard sticky bar experience featuring a single call-to-action button. The remaining 50% saw a treatment version that included three buttons mirroring the suggested gift amounts on the donation page, allowing visitors to engage with a giving option earlier in their journey.

Research Question

We believe that the addition of a gift array to the HUC sticky bar for IMB website visitors will achieve an increase in engagement and donor conversion because the gift array minimizes the number of steps that need to take place on the actual donation page therefore minimizing friction and decision making resulting in more gift.

Design

C: Control
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T1: Treatment #1
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[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Treatment_1-6-153x24.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 24 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment_1-6-130x20.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 20 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment_1-6-232x36.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 36 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment_1-6-544x84.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 84 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment_1-6-271x42.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 42 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment_1-6-271x42.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 42 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment_1-6-272x42.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 42 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_1-6-372x58.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 58 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_1-6-372x58.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 58 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_1-6-385x60.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 60 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_1-6-416x65.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 65 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_1-6-448x70.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 70 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_1-6-896x139.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 139 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_1-6-574x89.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 89 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_1-6-776x120.png [thumb_776_395-width] => 776 [thumb_776_395-height] => 120 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_1-6.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 47 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_1-6.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 62 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_1-6.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 93 ) ) )

Results

  Treatment Name Click Rate Relative Difference Confidence
C: Control 0.10%
T1: Treatment #1 0.53% 448.4% 100.0%

This experiment has a required sample size of 1,282 in order to be valid. Since the experiment had a total sample size of 33,237, 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:

    448.4% increase in traffic
Ă— 0% increase in conversion rate
Ă— 0% increase in average gift

Key Learnings

This experiment shows that adding a gift array to the IMB website’s sticky bar significantly increased both visitor engagement and donor conversion. The treatment version—featuring three suggested gift amount buttons—outperformed the standard sticky bar by 448.4% in Clicks for All Traffic, with 99.9% statistical confidence.

These results suggest that introducing giving options earlier in the donor journey reduces friction and simplifies decision-making on the donation page—leading to more completed gifts.

Downstream Impact on Donations

To understand how increased engagement translated into giving behavior, we analyzed downstream donation metrics. During the test period, the control version generated 1 gift, while the treatment generated 16 gifts, representing a 1,495% increase in transactions (100% LOC).

This confirms that the gift array not only drives more clicks, but also meaningfully motivates visitors to complete a donation.

Gift Amount Performance

We also evaluated which gift array buttons led to the most donations:

  • $25 Button: 6 gifts, all at $25
  • $50 Button: 3 gifts, all at $50
  • $100 Button: 3 gifts (2 at $100, 1 at $150)
  • More Options: 4 gifts, resulting in varied amounts ($20, $50, $50, $200)

Notably, most donors retained the amount they selected in the sticky bar through to donation completion, reinforcing the value of early commitment.

Conclusion & Recommendation

Overall, the gift array on the sticky bar effectively removes a key decision point from the donation page, leading to higher engagement and more completed gifts.

For future testing, IMB should continue exploring gift arrays and similar friction-reducing elements in high-visibility areas of the site. Ongoing iteration will help further optimize the giving experience and maximize donor conversion and revenue.

Experiment Documented by NextAfter

Question about experiment #201859

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