How adding a gift array to a year end donation page affects donor conversion Experiment ID: #8253

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 - 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.

Research Question

How does adding gift array buttons to a donation form affect donor conversion and average gift?

Design

C: With Gift Array
T1: No Gift Array

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.


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Experiment Documented by...

Kevin Peters

Kevin is the Chief Technology Officer at NextAfter. If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.