How reducing friction by removing gift amount options from a gift array affects donation rates
Experiment ID: #131735
Save the Children
Experiment Summary
Timeframe: 04/25/2022 - 05/16/2022
Reducing the number of ask arrays (by removing the large ask array amounts) will increase conversion because donors will have less indecision with fewer choices. We reduced AA values from 6 to 4 based on supporting data suggesting a link between fewer values and decreased bounce rate.
Research Question
We believe that reducing the number of ask array on mobile for potential donors will achieve increased conversion rates because donors will have less indecision with fewer choices. because donors will have less indecision with fewer choices.
Design
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | 6 Ask Array Choices for RD and 1X | 11.3% | ||
| T1: | 4 Ask Array Choices for RD and 1X | 13.2% | 16.1% | 98.0% |
This experiment has a required sample size of 2,480 in order to be valid. Since the experiment had a total sample size of 7,018, 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
× 16.1% increase in conversion rate
× 0% increase in average gift
Key Learnings
Notable Results & Recommendations:
• Overall donor conversion was higher for the variant (16%) at a statistically valid level of confidence (98%).
• Recurring donor conversion was higher for the variant (46%) at a statistically valid level of confidence (99.6%).
• Recurring RPV was higher for the variant (64%) at a statistically valid level of confidence (99.8%).
• Recommendation is to reduce the number of mobile ask array on the main donation form.
• Projected annual incremental lift of $180,000. The conservative net 60-month value of these donors is $2.3M.
• In future experimentation, donors should be presented with fewer ask array options.