How a recurring tab impacted conversions
Experiment ID: #167827
The Heritage Foundation
Experiment Summary
Timeframe: 01/10/2024 - 01/26/2024
Pathway to Victory is the broadcast ministry of First Dallas.
PTV’s offers are primarily various books and premiums with donations. Our January emphasis was to increase the number of recurring donors. With this in mind, we decided to try adding a recurring tab to normal offers to see if we could passively acquire recurring donors by just having the option available.
Research Question
We believe that by adding a monthly option for web donors will achieve higher conversion rate because there is additional give options and clarity in the type of gift.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 4.1% | $23.12 | ||
| T1: | Variation 1 | 3.5% | -15.1% | 76.5% | $21.98 |
This experiment has a required sample size of 7,200 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
Note: treatment generated 0 recurring gifts
The key learning from this experiment is that adding a monthly option for web donors did not achieve a higher conversion rate. In fact, the treatment group saw a decrease in transactions compared to the control group. However, it is important to note that the statistical level of confidence is below 85%, meaning the results are not considered valid and should not be used for future decision-making.
Based on this, it is necessary to conduct further experiments with a larger sample size or different variations to determine the effectiveness of adding a recurring tab for web donors. It is also important to consider other factors that may have influenced the results, such as the timing of the experiment or the specific offer being presented.
Future experimentation should focus on gathering more data and conducting rigorous A/B testing to determine the impact of different variables on conversion rates. It may also be beneficial to analyze other aspects of the donor journey, such as the effectiveness of different messaging or marketing channels, to gain a deeper understanding of donor behavior and preferences. Additionally, seeking feedback from donors and analyzing their motivations and decision-making processes can provide valuable insights for future experiments.