How showing the impact of a donor’s gift on each array button impacted revenue
Canadian Taxpayers Federation
A not-for-profit citizen's advocacy group dedicated to lower taxes, less waste and accountable government.
Experiment Summary
Timeframe: 01/22/2021 - 01/28/2021
The Canadian Taxpayer Federation recently launched a petition and in an attempt to improve revenue. The donation page outlined how a gift would be used to promote the petition to others so they could sign the petition, too.
We decided to experiment with showing the number of people their gift could put the petition in front of on the gift array buttons to see if doing the math for the donor would increase their generosity.
Research Question
We believe that showing the impact on the gift array buttons for prospective donors will achieve increase revenue.
Design
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $0.26 | $39.14 | ||
| T1: | Gift Array w/Impact | $0.37 | 40.7% | 97.3% | $47.76 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was met so these 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
× 15.3% increase in conversion rate
× 22.0% increase in average gift
40.7% increase in revenue
Key Learnings
The gift array with impact was a significant improvement in revenue, driven by a +22% increase in average gift, along with a +15.3% increase in donor conversion rate (LoC: 70%).
These two metrics compounded together to drive a +40.7% increase in revenue with this approach.
This is a massive win for the organization, and where possible, pairing impact with a gift array is key to driving increased generosity for the donor.
Some other observations made from this experiment are:
- Email visitors had a 47.6% increase in revenue with a 98% level of confidence.
- Desktop visitors had a 42.6% increase in revenue with a 96% level of confidence.
- New visitors had a 25.6% increase in revenue with an 86% level of confidence.
- Returning visitors had a 59.3% increase in revenue with a 95% level of confidence.