How increasing an ask from $30 to $60 impacts giving for onsite tribute widgets
Experiment ID: #168818
CaringBridge
Experiment Summary
Timeframe: 01/25/2024 - 01/29/2024
CaringBridge has a long-standing ask of $30 on their on-site tribute widgets. This was the approximate cost to power a site for a month several years ago but has since needed updating. In order to get closer to the actual cost to-date, we tested using a $60 ask instead – knowing that we could potential lose donors but perhaps make up the difference in revenue by seeing a higher average gift. This was tested among multiple places on-site where a tribute widget appeared.
Research Question
We believe that increasing the ask amount for site visitors will achieve an increase in revenue because there is a larger initial ask that a site visitor is prompted by. because there is a larger initial ask that a site visitor is prompted by.
Design
C: Control
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T1: $60 text
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.20% | $0.00 | ||
| T1: | $60 text | 0.17% | -16.2% | 99.4% | $0.00 |
This experiment has a required sample size of 130,766 in order to be valid. Since the experiment had a total sample size of 515,425, 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
× 16.2% decrease in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that increasing the ask amount for site visitors from $30 to $60 resulted in a significant decrease in donations. The treatment group, where the higher ask was used, saw a 16.2% decrease in donations compared to the control group.
This suggests that the higher initial ask of $60 may have deterred potential donors, leading to a decrease in the number of donations. It is important to note that the statistical level of confidence is 99.4%, indicating a high level of certainty in these results.
Additionally, because of the significant decrease in conversion rate, revenue did not increase as aspected. We saw a 9% decrease in revenue with a level of confidence of 8.38%. It's suggested we test a lower amount so as not to double the ask right away. Or, prompt a specific ask on the donation page itself.