Fall Share: Does lowering the Ask Amount Increase Donor Conversion?
Experiment ID: #192384
Moody Radio
Experiment Summary
Ended On: 10/24/2024
During Fall Share there is enough traffic driven to the site where we can test outside of the donation page and the homepage. We have previously tested into having a slide up on the internal pages that leads to the donation page.
For this test we wanted to see if we could increase donor conversion by having a specific ask without hurting the average gift.
Research Question
We believe that having a specific ask for the slide up personalized ask will achieve a higher donor conversion rate because there will be less friction of the donor having to think of how much to give.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.64% | ||
| T1: | Treatment 1 | 0.84% | 32.0% | 98.5% |
| T2: | Treatment 2 | 0.67% | 4.8% | 30.1% |
This experiment has a required sample size of 19,736 in order to be valid. Since the experiment had a total sample size of 62,997, 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
× 32.0% increase in conversion rate
× 0% increase in average gift
Key Learnings
For this test we saw a valid lift in conversion when asking for a lower gift amount $10.. or having no specific ask at all.
It's important to note that overall revenue was not hurt by having a lower ask. Below are the average gifts for each version:
control: $182
$10 ask: $213
$30 ask: $167
In the future, it will be important to carry this learning over when presenting a donation ask.