How implementing an abandoned donation pop up impacts donor conversion rate
Experiment ID: #109053
International Mission Board
Experiment Summary
Timeframe: 10/03/2022 - 10/31/2022
IMB had a series of experiments done on their main donation page without much of a difference in results. Our continued hypothesis was that the individual comes to their main donation page with a high motivation to give and so there isn’t much that can be done on the main donation page to motivate the person to give. So, we wanted a way to capture the people who may have left the donation page without finishing the donation process. Our hypothesis was that an “abandoned donation” pop up would result an increase in donor conversion rate for their site visitors.
Research Question
We believe that adding an abandoned donation page pop up for main donation page visitors who did not complete their donation will achieve a higher donor conversion rate .
Design
C: Control
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[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Abandoned_Donation_Page-2-700x700.png
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[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Abandoned_Donation_Page-2-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Abandoned_Donation_Page-2-50x13.png
[admin-width] => 50
[admin-height] => 13
[full] => https://www.nextafter.com/wp-content/uploads/Abandoned_Donation_Page-2.png
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[thumb_122_67-width] => 122
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[thumb_416_241-height] => 111
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[thumb_448_410-width] => 448
[thumb_448_410-height] => 119
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[thumb_448_410_retina-height] => 160
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[thumb_574_382-width] => 574
[thumb_574_382-height] => 153
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[thumb_776_395-width] => 602
[thumb_776_395-height] => 160
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[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 80
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Abandoned_Donation_Page-2.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 106
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Abandoned_Donation_Page-2.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 159
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.60% | $0.00 | ||
| T1: | Abandoned Donation Page | 0.74% | 24.6% | 99.2% | $0.00 |
This experiment has a required sample size of 23,756 in order to be valid. Since the experiment had a total sample size of 86,473, 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
× 24.6% increase in conversion rate
× 0% increase in average gift
Key Learnings
After running for nearly a month, this experiment resulted in a 24% valid lift in donor conversion rate with a level of confidence of 99%. This result affirms our hypothesis in that a pop up is effective in capturing those who may have abandoned the donation experience on their main donation page. Being reminded of the gift left behind and the impact of the gift ("transform lives") will recapture those wouldn't have completed the donation process. It is recommended that this test is run again with a specific event attached to the pop up's donation button to discern what kind of lift we're seeing in donor conversion rate specifically through this pop up.