How reinforcing the impact of a recurring gift impacted overall conversion
American Cornerstone Institute
Experiment Summary
Timeframe: 04/04/2022 - 05/16/2022
As part of the launch of the Executive Branch survey, we wanted to find ways to motivate more donors to become ongoing monthly supporters. Historically, we had found success with making a direct recurring ask at the end of the donation page copy but it resulted in a minor decrease to overall support. We decided to test the same value proposition language but further down on the form as a way to reinforce the impact of the gift.
Research Question
We believe that adding a recurring gift value proposition for executive branch survey takers will achieve an increase in donations.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 11.8% | $0.00 | ||
| T1: | Add Statement | 15.1% | 28.4% | 98.0% | $0.00 |
This experiment has a required sample size of 793 in order to be valid. Since the experiment had a total sample size of 2,249, 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
× 28.4% increase in conversion rate
× 0% increase in average gift
Key Learnings
After running for over a month, we observed a 28% increase to overall donations from the added value proposition. Additionally, the number of recurring donors doubled but the sample size was small enough to not be valid (4 gifts vs. 8 gifts for the treatment). This is evidence that adding value proposition throughout the entire donation process is a great way to improve overall conversion. Even for those that didn’t select the recurring option, the call out served as a reminder of the potential impact of their gift.
It is also worth noting that the 28% increase in conversion resulted in a 20.2% increase in revenue with a 88% level of confidence.