Save the Children

How removing the dollar ($) sign from a gift array impacts conversion rates

Experiment ID: #202453

Save the Children

Experiment Summary

Timeframe: 07/23/2025 - 07/24/2025

This test aimed to assess the impact of removing the dollar sign from the ask array levels on the donation form. We hypothesized that the dollar sign signaled the users brain to enter into transactional mode rather than staying connected to the emotion of the cause. Removing the dollar sign would allow the user to stay connected to the mission and would thus increase their willingness to give, potentially at a higher level.

Research Question

We believe removing the dollar sign for potential donors will improve conversion rates.

Design

C: Control

T1: Treatment #1

Results

	Treatment Name	Conv. Rate	Relative Difference	Confidence
C:	Control	40.5%
T1:	Treatment #1	33.3%	-17.8%	52.9%

This experiment has a required sample size of 350 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

We set out to test if the dollar sign adds friction for donors.

We thought seeing a “$” might feel transactional, deterring emotional giving. Removing it, we believed, could keep donors focused on the mission and increase giving.

What Happened:

The results told a very different story.

Instead of reducing friction, removing the dollar sign significantly hurt performance—especially on desktop. Both conversion rate and revenue per visitor dropped, in some cases dramatically.

This suggests the dollar sign isn’t a distraction. It’s actually doing something helpful: giving users clarity about what’s being asked of them.

Overall Performance:

Across all users, conversion dropped from 40.5% to 33%—a 17% decrease (52% confidence). Revenue per visitor declined even more sharply, falling 64% with 98% statistical confidence.

Desktop Performance:

The desktop saw the most dramatic impact. Conversion rate fell from 48.1% to 18%—a 62% decrease (95% confidence). Revenue per visitor dropped 75% (99% confidence).

It’s worth noting this segment had a small sample size (15 gifts), but the magnitude and consistency of the drop are hard to ignore.

Mobile Performance:

Mobile told a more mixed story. The conversion rate increased from 36.2% to 40.9% (a 13% lift), but with only 29% confidence, it is not statistically reliable.

At the same time, revenue per visitor dropped 58% (90% confidence), indicating that even when more users converted, they gave less.

One-Time Gifts:

For one-time donations, conversion declined from 32.4% to 24.2%—a 25% decrease (62% confidence). Revenue per visitor fell 69% (98% confidence), reinforcing the broader pattern: fewer gifts, and smaller ones.

Recurring Gifts:

Recurring performance showed a slight increase in conversion (8.1% to 9.1%), but with very low confidence (13%) and only 6 total gifts.

Revenue per visitor was essentially flat, decreasing just 0.97% (50% confidence). With such a small sample, these results aren’t directional.

Takeaway:

The main takeaway: keeping the dollar sign significantly improves donor clarity and response.

The dollar sign is not a barrier; it provides important clarity and guides users effectively through the donation process.

Without it, donors may feel uncertain, which can lower both participation and donation amounts.

Experiment Documented by NextAfter

Question about experiment #202453

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.