How reducing the gift array choices on a video campaign impacted donor conversion
Experiment ID: #118865
Canadian Taxpayers Federation
Experiment Summary
Timeframe: 12/09/2022 - 12/25/2022
In a series of ongoing testing, we wanted to find out if the amount of choices on a gift array was helping or hindering performance. In this case, we were asking for visitors to chip in $10 if they liked the video so it could be shown to 1,000 more people. Thus, the treatment we developed isolated the gift array options to just $10 or “Other” if they wanted to give more or less than choosing the $10 option. We split traffic between the control and treatment and ran the experiment for 16 days.
Research Question
We believe that aligning the ask in the copy with the ask in the gift array for video viewers will achieve an increase in donor conversion because the gift array matches up with the original ask in the body copy on the page.
Design
C: Control
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[tp-image-grid-width] => 691
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/only_10-14-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/only_10-14-50x50.png
[admin-width] => 50
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/only_10-14.png
[full-width] => 804
[full-height] => 815
[thumb_372] => https://www.nextafter.com/wp-content/uploads/only_10-14-372x377.png
[thumb_372-width] => 372
[thumb_372-height] => 377
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/only_10-14-617x625.png
[single_post_thumbnail-width] => 617
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/only_10-14-32x32.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/only_10-14-48x48.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/only_10-14-64x64.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/only_10-14-126x128.png
[thumb_128_128-width] => 126
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/only_10-14-66x67.png
[thumb_122_67-width] => 66
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/only_10-14-151x153.png
[thumb_153_153-width] => 151
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/only_10-14-130x132.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 132
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/only_10-14-175x177.png
[thumb_232_177-width] => 175
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/only_10-14-544x551.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 551
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/only_10-14-271x275.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 275
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/only_10-14-267x271.png
[thumb_271_271-width] => 267
[thumb_271_271-height] => 271
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[thumb_272_172-height] => 172
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[thumb_372_461-width] => 372
[thumb_372_461-height] => 377
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/only_10-14-372x377.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 377
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[thumb_385_270-width] => 266
[thumb_385_270-height] => 270
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[thumb_416_241-width] => 238
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/only_10-14-404x410.png
[thumb_448_410-width] => 404
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/only_10-14.png
[thumb_448_410_retina-width] => 804
[thumb_448_410_retina-height] => 815
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/only_10-14-377x382.png
[thumb_574_382-width] => 377
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/only_10-14-390x395.png
[thumb_776_395-width] => 390
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/only_10-14.png
[gform-image-choice-sm-width] => 296
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/only_10-14.png
[gform-image-choice-md-width] => 395
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/only_10-14.png
[gform-image-choice-lg-width] => 592
[gform-image-choice-lg-height] => 600
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 1.6% | $0.00 | ||
| T1: | only $10 | 1.8% | 13.9% | 45.8% | $0.00 |
This experiment has a required sample size of 26,670 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 learning from this experiment is that simplifying the gift array options can potentially increase donor conversion. However, the statistically significant level of confidence of 45.8% is below the recommended level of 95%, indicating that the results cannot be considered valid. Therefore, further experimentation and testing is needed to confirm the effectiveness of simplifying gift array options. Future experiments should aim to increase the sample size and statistical power to achieve a higher level of confidence in the results. Additionally, it is important to consider other factors that could impact donor conversion, such as the messaging and design of the donation page.