How reducing the number of options on a gift array impacted donor conversion
Experiment ID: #128129
Canadian Taxpayers Federation
A not-for-profit citizen's advocacy group dedicated to lower taxes, less waste and accountable government.
Experiment Summary
Timeframe: 02/09/2023 - 03/20/2023
In previous testing on other locations, we had seen an increase in donor response when asking for only one amount on the gift array. We wanted to test this again with a specific group of French-speaking petition signers on an instant donation page. We reduced the number of decisions involved by taking away all gift array options other than $10. We split traffic 50/50 and ran the test for one month.
Research Question
We believe that reducing the number of options on a gift array for petition signers will achieve an increase in donor conversion because there are fewer decisions to make at the point of conversion, reducing the amount of friction involved in the process.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.20% | $0.00 | ||
| T1: | No Monthly - $10 only | 0.45% | 120.0% | 99.3% | $0.00 |
This experiment has a required sample size of 4,187 in order to be valid. Since the experiment had a total sample size of 15,853, 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
× 120.0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that reducing the number of options on a gift array for petition signers can effectively increase donor conversion rates, particularly for desktop visitors, returning visitors, and referral visitors. The treatment version, which only presented a single $10 donation option, resulted in a 120% increase in donations for all traffic with a 99.3% statistical level of confidence.
In future experimentation, the nonprofit should consider testing the impact of reducing the number of options on the gift array for other audience segments and for different donation amounts. It is also important to continually monitor results to ensure that certain segments are not negatively affected by the changes. We will also want to measure downstream conversion and lifetime value of these $10 donors and overall retention rate compared to other donors.