Save the Children
How prioritizing a specific gift on a gift catalogue page impacts conversion rates
Experiment ID: #196852
Save the Children
Experiment Summary
Timeframe: 03/12/2025 - 04/11/2025
This test aimed to assess the impact of highlighting a “priority” product to the top of the gift catalogue all products page for Save the Children. The gift catalogue is something that STC has used over the years to generate support for their mission. In this treatment, we showed one product out of a possible five that we chose to highlight.
Research Question
We believe that prioritizing a specific gift for potential donors will achieve a change in conversion rates.
Design
C: Control
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[admin] => https://www.nextafter.com/wp-content/uploads/Treatment_1-2-50x47.png
[admin-width] => 50
[admin-height] => 47
[full] => https://www.nextafter.com/wp-content/uploads/Treatment_1-2.png
[full-width] => 1287
[full-height] => 1207
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Treatment_1-2-372x349.png
[thumb_372-width] => 372
[thumb_372-height] => 349
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment_1-2-666x625.png
[single_post_thumbnail-width] => 666
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Treatment_1-2-32x30.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 30
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Treatment_1-2-48x45.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 45
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Treatment_1-2-64x60.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 60
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Treatment_1-2-128x120.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 120
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Treatment_1-2-71x67.png
[thumb_122_67-width] => 71
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Treatment_1-2-153x143.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 143
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment_1-2-130x122.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 122
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment_1-2-189x177.png
[thumb_232_177-width] => 189
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment_1-2-544x510.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 510
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment_1-2-271x254.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 254
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment_1-2-271x254.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 254
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment_1-2-183x172.png
[thumb_272_172-width] => 183
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment_1-2-372x349.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 349
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment_1-2-372x349.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 349
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment_1-2-288x270.png
[thumb_385_270-width] => 288
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment_1-2-257x241.png
[thumb_416_241-width] => 257
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment_1-2-437x410.png
[thumb_448_410-width] => 437
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment_1-2-874x820.png
[thumb_448_410_retina-width] => 874
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment_1-2-407x382.png
[thumb_574_382-width] => 407
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment_1-2-421x395.png
[thumb_776_395-width] => 421
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment_1-2.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 281
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment_1-2.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 375
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment_1-2.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 563
)
)
)
Results
| |
Treatment Name |
Conv. Rate |
Relative Difference |
Confidence |
| C: |
Control
|
2.0% |
|
|
| T1: |
Treatment #1
|
1.6% |
-18.1% |
63.0%
|
This experiment has a required sample size of
10,625 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 by highlighting a specific gift in the gift catalogue, there was a decrease in donations for all traffic by 18.1%. However, the statistical level of confidence was only 63.0%, which is below the threshold of 95% for results to be considered valid.
Additionally, revenue per visitor also saw a decrease of 14%, but only with a 67% level of confidence.