How presenting gift frequency as the first choice affects donor conversion
The Missionary Oblates of Mary Immaculate
The Missionary Oblates of Mary Immaculate are a Roman Catholic congregation of priests and brothers founded after the French Revolution by St. Eugene De Mazenod to work among the poor. Today there are nearly 4,000 missionaries working in more than 60 countries around the world.
Experiment Summary
Timeframe: 05/04/2021 - 07/02/2021
On the Oblates Main Donation Page, we tested a tabbed giving form. The premise behind this was to see if presenting the different giving options, one-time or monthly, in two distinct giving forms would increase donor conversion. We have seen this work well for some organization’s audiences and not for others. So the first step was to ensure that this format did not decrease giving. The second step will be to see how this format affects recurring donation conversion with different calls to action.
Research Question
Presenting the giving options in two clear and distinct formats will increase giving.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 40.9% | $0.00 | ||
| T1: | Variant 1 | 47.0% | 15.0% | 98.7% | $0.00 |
This experiment has a required sample size of 503 in order to be valid. Since the experiment had a total sample size of 1,619, 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
× 15.0% increase in conversion rate
× 0% increase in average gift
Key Learnings
This tabbed form increased giving by 15% and increased revenue by 100% at an 89% LOC. Our hypothesis is that by making the giving options more clear, it diminished the decision friction, which in turn allows the donor to feel good about their choice to give. Overall, the treatment saw $9560 more in revenue than the control (according to Google Optimize).
There was no discernible increase in recurring giving.
The next step is testing including more value proposition around the monthly giving option in the body of the copy as well as in a call out above the tab to see if we can increase recurring giving.