KCBI

Will adding a testiony on the doantion page influence people to give?

Experiment ID: #194507

KCBI

Experiment Summary

Ended On: 01/08/2025

For CYE this year we wanted to see if we could increase the number of transactions on the campaign giving page by adding in a donor testimonial. The goal of this test is to if a donor testimony is more distracting to viewers, or sparks the reason to give even more.

Research Question

We believe that adding a donor testimony for the campaign donation pages will achieve a higher number of transactions because the testimony will show social proof, that other people donate, and share the reasons for it.

Design

C: Control
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T1: Treatment #1
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https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-3-372x318.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 318 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-3-316x270.png [thumb_385_270-width] => 316 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-3-282x241.png [thumb_416_241-width] => 282 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-3-448x383.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 383 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-3-896x765.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 765 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-3-447x382.png [thumb_574_382-width] => 447 [thumb_574_382-height] => 382 [thumb_776_395] => 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Results

 Treatment NameConv. RateRelative DifferenceConfidence
C: Control 0.36%
T1: Treatment #1 2.6%615.6% 96.9%

This experiment has a required sample size of 223 in order to be valid. Since the experiment had a total sample size of 546, 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
× 615.6% increase in conversion rate
× 0% increase in average gift

Key Learnings

The key learning from this experiment is that adding a donor testimonial to the campaign donation pages significantly increased the number of transactions. The treatment group, which included the donor testimonial, saw a 615.6% increase in donations compared to the control group, with a statistical confidence level of 96.9%.

In future experimentation, it is important to continue testing the effectiveness of donor testimonials in increasing donations. This outcome suggests that donor testimonials can be a powerful tool in encouraging others to give, as they reinforce the reasons why someone should donate. It would be beneficial to further explore different types of testimonials, placement on the page, and messaging to optimize the impact on donation numbers.

Additionally, these findings highlight the importance of incorporating donor perspectives and stories into fundraising efforts. By showcasing the impact of donations through testimonials, nonprofits like KCBI can create a more compelling case for support and connect donors to the mission on a more personal level. This can ultimately lead to increased engagement, loyalty, and support for the organization’s work.


Experiment Documented by NextAfter

Question about experiment #194507

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.