How pre-selecting a monthly gift and amount for a YouTube donation form impacts conversions
Experiment ID: #202442
Save the Children
Experiment Summary
Timeframe: 04/29/2025 - 06/26/2025
Based on previous experiments, we had seen that a combination of pre-selecting monthly and $35 on the gift array had helped increase recurring conversions. We wanted to test whether this was the case across different channels; in this experiment, we focused on YouTube specifically. The traffic was split 85% to control and 15% to treatment.
Research Question
We believe that preselecting a gift amount for YouTube donors will improve conversion rates.
Design
C: Control
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[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/35_preselected-6.png
[single_post_thumbnail-width] => 364
[single_post_thumbnail-height] => 212
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/35_preselected-6-32x19.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 19
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/35_preselected-6-48x28.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 28
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/35_preselected-6-64x37.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 37
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/35_preselected-6-128x75.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 75
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/35_preselected-6-115x67.png
[thumb_122_67-width] => 115
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/35_preselected-6-153x89.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 89
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/35_preselected-6-130x76.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 76
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/35_preselected-6-232x135.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 135
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/35_preselected-6.png
[thumb_272_325-width] => 364
[thumb_272_325-height] => 212
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/35_preselected-6-271x158.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 158
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/35_preselected-6-271x158.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 158
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/35_preselected-6-272x158.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 158
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/35_preselected-6.png
[thumb_372_461-width] => 364
[thumb_372_461-height] => 212
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/35_preselected-6.png
[thumb_372_500-width] => 364
[thumb_372_500-height] => 212
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/35_preselected-6.png
[thumb_385_270-width] => 364
[thumb_385_270-height] => 212
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/35_preselected-6.png
[thumb_416_241-width] => 364
[thumb_416_241-height] => 212
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/35_preselected-6.png
[thumb_448_410-width] => 364
[thumb_448_410-height] => 212
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/35_preselected-6.png
[thumb_448_410_retina-width] => 364
[thumb_448_410_retina-height] => 212
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/35_preselected-6.png
[thumb_574_382-width] => 364
[thumb_574_382-height] => 212
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/35_preselected-6.png
[thumb_776_395-width] => 364
[thumb_776_395-height] => 212
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/35_preselected-6.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 175
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/35_preselected-6.png
[gform-image-choice-md-width] => 364
[gform-image-choice-md-height] => 212
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/35_preselected-6.png
[gform-image-choice-lg-width] => 364
[gform-image-choice-lg-height] => 212
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.64% | ||
| T1: | $35 preselected | 1.3% | 99.6% | 98.4% |
This experiment has a required sample size of 1,386 in order to be valid. Since the experiment had a total sample size of 12,568, 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
× 99.6% increase in conversion rate
× 0% increase in average gift
Key Learnings
This test evaluated the impact of preselecting a donation amount on the form, aiming to increase monthly donations driven by YouTube traffic.
Key Results
- Overall Conversion Rate: +100% increase (98% confidence) — statistically significant
- Overall RPV: +59% increase (91% confidence) — not statistically significant
- Recurring Conversion Rate: -51% decrease (62% confidence) — not statistically significant
- Recurring RPV: -26% decrease (62% confidence) — not statistically significant
Insights
While preselecting an amount produced a striking lift in overall conversion, the results tell a more complicated story. The recurring giving metrics declined across the board, suggesting that preselecting a monthly amount actually discourages users from committing to recurring gifts. The average gift analysis reinforces this: one-time gift size dropped from $53 to $39 in the treatment, indicating that the preselected amount may have anchored users to a lower giving level than they would have otherwise chosen.
Since the primary goal of this test was to grow monthly donations from YouTube traffic, the results should be considered a negative outcome — the headline conversion lift does not offset the decline in recurring giving, which is typically of higher long-term value.
It is also worth noting that the recurring segment had only 12 total gifts, and the desktop segment only 10 donations, so those results should be interpreted with caution, given the very small sample sizes.