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Leadership Institute

How reducing decision friction in the gift array impacted donor conversion

Experiment ID: #160594

Leadership Institute

Experiment Summary

Timeframe: 09/11/2023 - 09/29/2023

When converting a housefile offer to acquisition traffic, we reviewed the donation page and wondered if the gift array for the housefile was too complex for traffic that did not have as close of an affinity for the organization or have a previous history of giving. We wanted to test tailoring the gift array to the type of visitors we would be sending to the page and we wondered if a 6 option gift array with the majority of options over $100 would cause friction in the process for these prospective donors. We split traffic between the existing control gift array ranging from $25 to $25,000 and lowered the barrier for entry by making all gift options amounts under $100 as well as giving guidance/social proof pointing to the most popular selection to guide people seamlessly through the selection process and give more context for their choice.

Research Question

We believe that reducing decision friction in the gift array for prospective donors coming from paid traffic will achieve an increase in donor conversion because the cognitive momentum will be improved with fewer choices and more social proof as guidance when choosing an amount from the array.

Design

C: Control
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T1: Most Popular
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[thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Most_Popular-10-84x153.png [thumb_153_153-width] => 84 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Most_Popular-10-90x163.png [thumb_130_163-width] => 90 [thumb_130_163-height] => 163 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Most_Popular-10-97x177.png [thumb_232_177-width] => 97 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Most_Popular-10-358x650.png [thumb_272_325-width] => 358 [thumb_272_325-height] => 650 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Most_Popular-10-190x346.png [thumb_271_346-width] => 190 [thumb_271_346-height] => 346 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Most_Popular-10-149x271.png [thumb_271_271-width] => 149 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Most_Popular-10-95x172.png [thumb_272_172-width] => 95 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Most_Popular-10-254x461.png [thumb_372_461-width] => 254 [thumb_372_461-height] => 461 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Most_Popular-10-275x500.png [thumb_372_500-width] => 275 [thumb_372_500-height] => 500 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Most_Popular-10-149x270.png [thumb_385_270-width] => 149 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Most_Popular-10-133x241.png [thumb_416_241-width] => 133 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Most_Popular-10-226x410.png [thumb_448_410-width] => 226 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Most_Popular-10-451x820.png [thumb_448_410_retina-width] => 451 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Most_Popular-10-210x382.png [thumb_574_382-width] => 210 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Most_Popular-10-217x395.png [thumb_776_395-width] => 217 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Most_Popular-10.png [gform-image-choice-sm-width] => 165 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Most_Popular-10.png [gform-image-choice-md-width] => 220 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Most_Popular-10.png [gform-image-choice-lg-width] => 330 [gform-image-choice-lg-height] => 600 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 6.4% $54.58
T1: Most Popular 8.1% 26.1% 96.2% $107.84

This experiment has a required sample size of 1,851 in order to be valid. Since the experiment had a total sample size of 4,161, 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
× 26.1% increase in conversion rate
× 97.6% increase in average gift
149.1% increase in revenue

Key Learnings

The key learning from this experiment is that reducing decision friction in the gift array for prospective donors coming from paid traffic significantly increased donor conversion. By providing fewer choices and more social proof as guidance, the cognitive momentum of these visitors improved, leading to a higher likelihood of making a donation.

The treatment version, which included a simplified gift array with amounts under $100 and highlighted the most popular selection, resulted in a 26.1% increase in donations for all traffic, with a 96.2% level of confidence. Moreover, new visitors experienced a significant 261% increase in donations, and email visitors saw a remarkable 615% increase in donations, both with a 96% level of confidence.

To further leverage these learnings in future experimentation, it would be beneficial to continue testing and optimizing the gift array for different traffic sources. By tailoring the gift options based on the visitors' affinity and previous giving history, we can further reduce decision friction and increase donor conversion.

Additionally, it would be valuable to explore other forms of social proof beyond highlighting the most popular selection. Testing different types of social proof, such as testimonials or impact statements, may provide further guidance to prospective donors and enhance their decision-making process.

Overall, this experiment highlights the importance of optimizing the gift array to align with the preferences and needs of different traffic sources. By minimizing decision friction and providing guidance through social proof, we can maximize conversion rates and ultimately increase the number of donations for the Leadership Institute.

Experiment Documented by Rebekah Josefy
Rebekah Josefy is an Optimization Director at NextAfter.

Question about experiment #160594

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.