How including a gift array in a high urgency campaign sticky bar affects donor conversion rate
Experiment ID: #194079
The Navigators
Experiment Summary
Ended On: 12/17/2024
The Navigators are running a sticky bar on their website as a part of their calendar year-end campaign. They wanted to test how including a gift array on the sticky bar would affect donor conversion rates.
They believed that more people would choose to give once getting to the donation page because the user has already begun the process of giving by selecting how much to give.
This test ran for 1 week and the treatment was shown to 50% of traffic.
Research Question
We believe that using a gift array on a sticky bar for website visitors will achieve an increase in donor conversion rate 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.
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. 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.
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
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.07% | ||
| T1: | Treatment #1 | 0.26% | 292.8% | 100.0% |
This experiment has a required sample size of 3,406 in order to be valid. Since the experiment had a total sample size of 34,126, 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
× 292.8% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that including a gift array on a sticky bar can significantly increase donor conversion rates. In this particular case, the treatment group experienced a 292.8% increase in donations for all traffic compared to the control group, with a statistical confidence level of 100.0%.
This suggests that providing website visitors with the option to select a gift amount before they even reach the donation page can streamline the giving process and encourage more individuals to make a donation. Moving forward, we should consider implementing gift arrays or similar features in future experiments and campaigns to further test and optimize their effectiveness in driving donor conversions.
Overall, the success of this experiment highlights the importance of making the donation process as easy and convenient as possible for users, ultimately leading to increased engagement and support for The Navigators’ mission.