How adding a gift array to a year end donation page affects donor conversion Experiment ID: #8253
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.
Timeframe: 12/21/2017 - 1/3/2018
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.
How does adding gift array buttons to a donation form affect donor conversion and average gift?
MECLABS Conversion Factors Targeted
C = 4m + 3v + 2( i - f) - 2a ©
Copyright 2015, MECLABS
|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.
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.