How lowering the gift array on the instant donation page of a quiz affects donor conversion rate
Experiment ID: #190472
The Heritage Foundation
Experiment Summary
Timeframe: 09/09/2024 - 10/15/2024
The Heritage Foundation has an offer where people can take a quiz to test their knowledge on Marxism and then are led to a donation page where they can make a gift to support the organization’s efforts to fight the Marxist movement in America today. In an attempt to increase the donor conversion rate on this page, they wanted to test whether lowering the gift array amount options would lower the barrier to donating and in turn increase the amount of donors.
The control’s gift array was $50, $100, and $250.
The treatment’s gift array was $25, $50, and $100.
The experiment ran for one month and the control and treatment each received %50 of traffic.
Research Question
We believe that decreasing the amounts on the gift array for people who have taken a quiz will achieve an increase in donor conversion rate because the lower suggested gift amounts will make giving a gift feel more attainable to a larger amount of people.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 2.0% | $32.76 | ||
| T1: | Treatment 1 | 2.0% | -1.0% | 3.6% | $24.43 |
This experiment has a required sample size of 3,851,391 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
The key learnings from this experiment are that decreasing the gift array amounts from $50, $100, and $250 in the control group to $25, $50, and $100 in the treatment group did not lead to an increase in donor conversion rate. In fact, the treatment group saw a 1.0% decrease in transactions for all traffic compared to the control group, but at a 3.6% level of confidence, this result is invalid and should not be used for future decision-making.
In future experimentation, it is important to ensure that a statistically significant level of confidence is achieved before drawing any conclusions or making changes based on the results. This can be helped by increasing traffic to the test page. Additionally, it may be beneficial to consider other factors that could influence donor conversion rates, such as the messaging, imagery, or targeting strategies used in the donation process. Conducting further experiments with different variables and analyzing the results with a higher level of confidence will help in making informed decisions to optimize donor conversion rates.