How removing gift arrays for high-value zip codes impacted conversion rates
Experiment ID: #197291
Save the Children
Experiment Summary
Timeframe: 03/15/2025 - 05/02/2025
In this experiment, we wanted to test whether removing the gift array altogether on a donation form that was being used in high-value zip codes would impact conversion rates and average gift.
The hypothesis was that by removing the ask array amounts from the form, users would not be influenced by the “suggested” amounts and would naturally input a higher amount in the open field. This would increase the average gift and the potential pool of mid-level donors.
Research Question
We believe that removing a gift array for potential mid-level donors will achieve an increase in average gift and conversion rates.
Design
C: Control
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T1: Treatment 1
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 25.5% | ||
| T1: | Treatment 1 | 24.6% | -3.5% | 34.5% |
This experiment has a required sample size of 18,458 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
Overall, we did not see any statistically-significant impact on either conversion rates or average gift for this experiment. There was a 3.5% decrease in conversion rates across the board, with a 34% level of significance, and a 2.8% decrease in revenue per conversion, with a 54% level of significance. When breaking down the results by desktop and mobile, we also did not see any large impact: Desktop: Control: 30% conversion rate, $73.79 revenue per visitor Treatment: 29.1% conversion rate (40% level of confidence) and a 2.8% decrease in revenue per visitor (54% level of confidence). Mobile: Control: 20.5% conversion rate, $16.72 revenue per visitor Treatment: 4% decrease in conversion rate (25% level of confidence) and a 6.9% decrease in revenue per visitor (60% level of confidence).