How adding a gift array to a year end donation page affects donor conversion
Buckner International
Buckner International is a global ministry dedicated to the transformation and restoration of the lives we serve. We are a Christ-centered organization that delivers redemptive ministry to the most vulnerable from the beginning to the ending of life.
Experiment Summary
Timeframe: 12/21/2017 - 01/03/2018
Buckner International was running their year-end campaign and wanted to test how adding a gift array to their year-end donation page would affect donor conversion and gift value. All other elements of the page remained the same.
Research Question
How does adding gift array buttons to a donation form affect donor conversion and average gift?
Design
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | With Gift Array | $26.16 | $85.28 | ||
| T1: | No Gift Array | $37.22 | 42.3% | 69.2% | $134.32 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was not met so these experiment results are not valid.
Key Learnings
We saw a 10% decrease to conversion rate (not statistically significant) but a 42% increase to revenue per visitor when we removed the buttons during year end (not statistically significant). Given the low significance, this is something that would need to be re-tested in future appeals before making any definitive statements. However, based upon these results, it may make sense to segment high dollar donors ($100+) and provide them with a different giving experience than lower level and non-donors. Basically, use the buttons to remove friction for the less motivated audience and then allow the higher donors to choose their own level of generosity. Again, this is a hypothesis that will need to be revalidated with a future test.