How lowering the gift array options on a membership donation page affects donor conversion rate
Experiment ID: #185288
NextAfter
Experiment Summary
Timeframe: 07/09/2024 - 08/07/2024
An organization has a donation page where people can make a donation of $25 or above and activate their membership. 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 are activating their membership 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
Array
(
[0] => Array
(
[ID] => 68403
[id] => 68403
[title] => Screenshot
[filename] => 714257-247_1724360520576_image-2024-08-22T154750.351.jpg
[filesize] => 26736
[url] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351.jpg
[link] => https://www.nextafter.com/experiments/how-lowering-the-gift-array-options-on-a-membership-donation-page-affects-donor-conversion-rate/attachment/screenshot-126/
[alt] =>
[author] => 52
[description] =>
[caption] => Screenshot
[name] => screenshot-126
[status] => inherit
[uploaded_to] => 65607
[date] => 2024-12-02 02:00:22
[modified] => 2024-12-02 02:00:22
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 646
[height] => 286
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-300x133.jpg
[medium-width] => 300
[medium-height] => 133
[medium_large] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351.jpg
[medium_large-width] => 640
[medium_large-height] => 283
[large] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351.jpg
[large-width] => 640
[large-height] => 283
[1536x1536] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351.jpg
[1536x1536-width] => 646
[1536x1536-height] => 286
[2048x2048] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351.jpg
[2048x2048-width] => 646
[2048x2048-height] => 286
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-50x22.jpg
[admin-width] => 50
[admin-height] => 22
[full] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351.jpg
[full-width] => 646
[full-height] => 286
[thumb_372] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-372x165.jpg
[thumb_372-width] => 372
[thumb_372-height] => 165
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351.jpg
[single_post_thumbnail-width] => 646
[single_post_thumbnail-height] => 286
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-32x14.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 14
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-48x21.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 21
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-64x28.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 28
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-128x57.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 57
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-122x54.jpg
[thumb_122_67-width] => 122
[thumb_122_67-height] => 54
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-153x68.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 68
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-130x58.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 58
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-232x103.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 103
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-544x241.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 241
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-271x120.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 120
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-271x120.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 120
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-272x120.jpg
[thumb_272_172-width] => 272
[thumb_272_172-height] => 120
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-372x165.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 165
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-372x165.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 165
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-385x170.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 170
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-416x184.jpg
[thumb_416_241-width] => 416
[thumb_416_241-height] => 184
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-448x198.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 198
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351.jpg
[thumb_448_410_retina-width] => 646
[thumb_448_410_retina-height] => 286
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-574x254.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 254
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351.jpg
[thumb_776_395-width] => 646
[thumb_776_395-height] => 286
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351.jpg
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 133
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351.jpg
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 177
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351.jpg
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 266
)
)
[1] => Array
(
[ID] => 68404
[id] => 68404
[title] => Screenshot
[filename] => 714257-247_1724360525401_image-2024-08-22T154753.379.jpg
[filesize] => 24634
[url] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379.jpg
[link] => https://www.nextafter.com/experiments/how-lowering-the-gift-array-options-on-a-membership-donation-page-affects-donor-conversion-rate/attachment/screenshot-127/
[alt] =>
[author] => 52
[description] =>
[caption] => Screenshot
[name] => screenshot-127
[status] => inherit
[uploaded_to] => 65607
[date] => 2024-12-02 02:00:34
[modified] => 2024-12-02 02:00:34
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 646
[height] => 282
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-300x131.jpg
[medium-width] => 300
[medium-height] => 131
[medium_large] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379.jpg
[medium_large-width] => 640
[medium_large-height] => 279
[large] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379.jpg
[large-width] => 640
[large-height] => 279
[1536x1536] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379.jpg
[1536x1536-width] => 646
[1536x1536-height] => 282
[2048x2048] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379.jpg
[2048x2048-width] => 646
[2048x2048-height] => 282
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-50x22.jpg
[admin-width] => 50
[admin-height] => 22
[full] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379.jpg
[full-width] => 646
[full-height] => 282
[thumb_372] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-372x162.jpg
[thumb_372-width] => 372
[thumb_372-height] => 162
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379.jpg
[single_post_thumbnail-width] => 646
[single_post_thumbnail-height] => 282
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-32x14.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 14
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-48x21.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 21
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-64x28.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 28
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-128x56.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 56
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-122x53.jpg
[thumb_122_67-width] => 122
[thumb_122_67-height] => 53
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-153x67.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 67
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-130x57.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 57
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-232x101.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 101
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-544x237.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 237
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-271x118.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 118
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-271x118.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 118
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-272x119.jpg
[thumb_272_172-width] => 272
[thumb_272_172-height] => 119
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-372x162.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 162
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-372x162.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 162
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-385x168.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 168
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-416x182.jpg
[thumb_416_241-width] => 416
[thumb_416_241-height] => 182
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-448x196.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 196
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379.jpg
[thumb_448_410_retina-width] => 646
[thumb_448_410_retina-height] => 282
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-574x251.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 251
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379.jpg
[thumb_776_395-width] => 646
[thumb_776_395-height] => 282
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379.jpg
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 131
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379.jpg
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 175
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379.jpg
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 262
)
)
)
T1: Lower Gift Array
Array
(
[0] => Array
(
[ID] => 68403
[id] => 68403
[title] => Screenshot
[filename] => 714257-247_1724360520576_image-2024-08-22T154750.351.jpg
[filesize] => 26736
[url] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351.jpg
[link] => https://www.nextafter.com/experiments/how-lowering-the-gift-array-options-on-a-membership-donation-page-affects-donor-conversion-rate/attachment/screenshot-126/
[alt] =>
[author] => 52
[description] =>
[caption] => Screenshot
[name] => screenshot-126
[status] => inherit
[uploaded_to] => 65607
[date] => 2024-12-02 02:00:22
[modified] => 2024-12-02 02:00:22
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 646
[height] => 286
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-300x133.jpg
[medium-width] => 300
[medium-height] => 133
[medium_large] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351.jpg
[medium_large-width] => 640
[medium_large-height] => 283
[large] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351.jpg
[large-width] => 640
[large-height] => 283
[1536x1536] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351.jpg
[1536x1536-width] => 646
[1536x1536-height] => 286
[2048x2048] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351.jpg
[2048x2048-width] => 646
[2048x2048-height] => 286
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-50x22.jpg
[admin-width] => 50
[admin-height] => 22
[full] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351.jpg
[full-width] => 646
[full-height] => 286
[thumb_372] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-372x165.jpg
[thumb_372-width] => 372
[thumb_372-height] => 165
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351.jpg
[single_post_thumbnail-width] => 646
[single_post_thumbnail-height] => 286
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-32x14.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 14
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-48x21.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 21
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-64x28.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 28
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-128x57.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 57
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-122x54.jpg
[thumb_122_67-width] => 122
[thumb_122_67-height] => 54
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-153x68.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 68
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-130x58.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 58
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-232x103.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 103
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-544x241.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 241
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-271x120.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 120
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-271x120.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 120
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-272x120.jpg
[thumb_272_172-width] => 272
[thumb_272_172-height] => 120
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-372x165.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 165
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-372x165.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 165
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-385x170.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 170
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-416x184.jpg
[thumb_416_241-width] => 416
[thumb_416_241-height] => 184
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-448x198.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 198
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351.jpg
[thumb_448_410_retina-width] => 646
[thumb_448_410_retina-height] => 286
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351-574x254.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 254
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351.jpg
[thumb_776_395-width] => 646
[thumb_776_395-height] => 286
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351.jpg
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 133
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351.jpg
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 177
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360520576_image-2024-08-22T154750.351.jpg
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 266
)
)
[1] => Array
(
[ID] => 68404
[id] => 68404
[title] => Screenshot
[filename] => 714257-247_1724360525401_image-2024-08-22T154753.379.jpg
[filesize] => 24634
[url] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379.jpg
[link] => https://www.nextafter.com/experiments/how-lowering-the-gift-array-options-on-a-membership-donation-page-affects-donor-conversion-rate/attachment/screenshot-127/
[alt] =>
[author] => 52
[description] =>
[caption] => Screenshot
[name] => screenshot-127
[status] => inherit
[uploaded_to] => 65607
[date] => 2024-12-02 02:00:34
[modified] => 2024-12-02 02:00:34
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 646
[height] => 282
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-300x131.jpg
[medium-width] => 300
[medium-height] => 131
[medium_large] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379.jpg
[medium_large-width] => 640
[medium_large-height] => 279
[large] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379.jpg
[large-width] => 640
[large-height] => 279
[1536x1536] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379.jpg
[1536x1536-width] => 646
[1536x1536-height] => 282
[2048x2048] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379.jpg
[2048x2048-width] => 646
[2048x2048-height] => 282
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-50x22.jpg
[admin-width] => 50
[admin-height] => 22
[full] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379.jpg
[full-width] => 646
[full-height] => 282
[thumb_372] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-372x162.jpg
[thumb_372-width] => 372
[thumb_372-height] => 162
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379.jpg
[single_post_thumbnail-width] => 646
[single_post_thumbnail-height] => 282
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-32x14.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 14
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-48x21.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 21
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-64x28.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 28
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-128x56.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 56
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-122x53.jpg
[thumb_122_67-width] => 122
[thumb_122_67-height] => 53
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-153x67.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 67
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-130x57.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 57
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-232x101.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 101
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-544x237.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 237
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-271x118.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 118
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-271x118.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 118
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-272x119.jpg
[thumb_272_172-width] => 272
[thumb_272_172-height] => 119
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-372x162.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 162
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-372x162.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 162
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-385x168.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 168
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-416x182.jpg
[thumb_416_241-width] => 416
[thumb_416_241-height] => 182
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-448x196.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 196
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379.jpg
[thumb_448_410_retina-width] => 646
[thumb_448_410_retina-height] => 282
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379-574x251.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 251
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379.jpg
[thumb_776_395-width] => 646
[thumb_776_395-height] => 282
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379.jpg
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 131
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379.jpg
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 175
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/714257-247_1724360525401_image-2024-08-22T154753.379.jpg
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 262
)
)
)
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $3.73 | $181.88 | ||
| T1: | Lower Gift Array | $0.94 | -74.9% | 83.9% | $59.83 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was not met so these experiment results are not valid.
Key Learnings
The key learnings from this experiment is that decreasing the gift array amounts did not lead to an increase in donor conversion rate: Contrary to the hypothesis, the treatment group, which had lower gift options of $25, $50, and $100, experienced a 23.7% decrease in total transactions for all traffic compared to the control group, which had gift options of $50, $100, and $250. This decrease was at 83.8% which, while not valid, is directional. In future experimentation, it is important to ensure that the sample size is sufficient to achieve a higher level of statistical confidence. Additionally, it may be beneficial to analyze the impact of the language used in the gift array on donor behavior. It is possible that the specific wording and formatting of the gift array may have influenced donor decision-making in ways that were not captured by this experiment. Overall, it is essential to carefully design and execute experiments, take into account all relevant factors, and analyze results with a critical eye before making any decisions based on the findings.