What happens if we add a gift array to a sticky bar?
Experiment ID: #195899
Care Net
Experiment Summary
Ended On: 03/12/2025
Care Net recently ran a recurring campagin to raise money for their new merger ICU.
In the past, we have tested into adding a sticky bar to the homepage. For this test, we wanted to see if we could increase transactions by adding the gift array to the sticky bar itself.
Research Question
We believe that adding a gift array for the homepage sticky bar will achieve more transactions because the user will be able to start their process right there after saying yes instead of being directed to the donation page first.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 2.6% | ||
| T1: | Treatment 1 | 2.7% | 5.5% | 16.2% |
This experiment has a required sample size of 99,918 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 adding a gift array to the homepage sticky bar resulted in a 5.5% increase in donations for all traffic. While this is a positive result, the statistical level of confidence was only 16.2%, which is below the generally accepted threshold of 85%. This means that the results cannot be considered valid and should not be used for future decision making. It is interesting to note that while we saw no difference in the total number of transactions completed, we did find a 25% lift in total revenue at a 56% LoC and a 45% lift in recurring transactions completed at a 53% LoC. While the gift array could have made this impact. I think the CTA had stake at play too and could be giving us a hint at what the audience prefers. In the control we saw a CTA of "activate my monthly gift" where as the treatment had microgoal "be 1 of 50". I think it is important to look into this microgoal to see if we can test this hypothesis out. Overall, the experiment provided valuable insights into the potential impact of adding a gift array to the homepage sticky bar, but additional testing is needed to draw conclusive results. This information should be used to guide future experimentation and help refine strategies for increasing donations on the Care Net website.