How the addition of a single giving option affects conversion
Experiment ID: #1920
CaringBridge
Experiment Summary
Timeframe: 08/01/2015 - 08/20/2015
CaringBridge experienced a slump in giving in the month of July, particularly around average gift. They wanted to see if average gift could be improved by adding a higher suggested amount to the end of the gift array. The current gift array suggested amounts of $50, $100, and $250. They launched an A/B test with a different array that added a $500 gift as a fourth option.
Research Question
Will the addition of a $500 gift option increase conversion and/or average gift?
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 70.3% | $62.92 | ||
| T1: | Treatment 1 | 66.7% | -5.2% | 100.0% | $62.09 |
This experiment has a required sample size of 1,251 in order to be valid. Since the experiment had a total sample size of 8,503, 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
× 5.2% decrease in conversion rate
× 1.3% decrease in average gift
6.4% decrease in revenue
Key Learnings
The addition of the fourth button decreased conversion by 5.2%. This would have been acceptable if average gift had gone up enough to compensate for the dip, but it was unaffected (and actually favored the control directionally as well).