How including a gift array in a high urgency campaign sticky bar affects donor conversion rate
Experiment ID: #197772
Moody Radio
Experiment Summary
Timeframe: 06/02/2025 - 06/10/2025
For “Today in the Word’s” FYE Campaign, we tested adding gift array buttons into the lower third vs a one-button ask in a lower third. For this test, we tracked call-to-action (CTA) clicks on both the control and treatment to measure how effective each one of these web assets persuaded someone to navigate to the donation page, as well as transaction and revenue that came directly from these assets.
This test ran for 8 days and the treatment was shown to 50% of traffic.
Research Question
We believe that adding gift array buttons to a lower third for Today in the Word homepage visitors will achieve an increase in donor conversion metrics because it allows the users to already begin the process of giving by selecting a gift amount before they even arrive on the donation page.
Design
C: Lower Third - one button
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Lower Third - one button | 0.20% | $47.83 | ||
| T1: | Lower Third - Gift Array | 0.53% | 172.0% | 98.2% | $62.59 |
This experiment has a required sample size of 2,449 in order to be valid. Since the experiment had a total sample size of 7,119, 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— 172.0% increase in conversion rate
Ă— 30.9% increase in average gift
255.9% increase in revenue
Key Learnings
The key learning from this experiment is that adding gift array buttons to a lower third for Today in the Word homepage visitors significantly increased donor conversion metrics. The treatment resulted in a 172.0% increase in transactions for All Traffic with a 98.2% level of confidence, indicating that the treatment was successful in persuading users to navigate to the donation page and complete a transaction. Based on these results, we should be using a lower third with a gift array in it for future lower thirds for Today in the Word. We also tracked clicks on both the control and treatment lower thirds and the treatment saw a 51.4% lift in clicks ( 97.1% LOC) compared to the control. These results indicate that the treatment not only encouraged more people to navigate to the donation page, but also resulted in an increase in transactions. In future experimentation, it is important to consider the impact of providing users with the opportunity to select a gift amount before reaching the donation page. This can streamline the giving process for users and potentially lead to higher conversion rates. Additionally, it is essential to continue testing different variations of donation prompts and CTAs to optimize donor conversion metrics further.