Will Adding a Give Monthly Option to the Site Navigation Help with Monthly Donor Conversion During Calendar Year End?
KCBI
Experiment Summary
Timeframe: 11/21/2023 - 12/06/2023
For Giving Tuesday we wanted to test having monthly ask set up as a mini campaign within CYE.
To make it easier to make a monthly gift we wanted to test adding a monthly giving button in the main navigation next to the original give button.
Research Question
We believe that adding a give monthly button to the main navigation on the website for people who land on the homepage will achieve a higher donor conversion rate because there will be less friction in the process.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.64% | $152.98 | ||
| T1: | Monthly Nav | 0.42% | -34.9% | 78.3% | $177.23 |
This experiment has a required sample size of 8,147 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
In conclusion for this experiment, adding a give monthly button decreased donor conversion by 34% with a 78% LOC. This could be due to several reasons. The button copy itself could use further testing between give and donate. Another possibility is people saw the monthly and that was too big of a commitment so instead of giving monthly, they gave a one-time gift.