How using an open amount field on a donation form impacts mid-level conversion rates.
Experiment ID: #196370
Save the Children
Experiment Summary
Timeframe: 03/15/2023 - 05/02/2023
In this experiment, we wanted to see whether mid-level donors would respond more to a donation form with an open field instead of the standard gift array. 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 ask array amounts on a donation form for potential mid level donors will achieve an increase in conversion rates and average gift.
Design
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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
The key learning from this experiment is that removing ask array amounts on a donation form for mid-level donors did not result in an increase in conversion rates and average gift as hypothesized. In fact, the treatment group saw a 3.5% decrease in donations with a statistical confidence level of 34.5%, indicating that these results are not reliable or valid for decision-making. In future experimentation, it is important to ensure that the sample size is adequately large to increase the statistical confidence level. Additionally, it may be beneficial to test different variations of donation forms, including those with ask array amounts and open fields, to determine the most effective approach for increasing donations from mid-level donors. Overall, it is crucial to interpret results carefully and avoid making decisions based on inconclusive data. Further testing and refinement of donation forms may yield more reliable insights for optimizing fundraising efforts in the future.