Can introducing an exit intercept & symbolic ask to a serial ask donation form acquire more donors? Experiment ID: #9848

Heritage Action for America

Experiment Summary

Timeframe: 11/16/2018 - 12/11/2018

In reviewing the Serial Ask portion of the donation process for The Heritage Foundation we noted that visitors could simply walk away from the Heritage Action offer without much interruption. 

We wondered if intercepting them with a pop-up before they left the page with a Construal Theory focused message of Heritage membership overlapping with Heritage Action supporters and a simplified symbolic ask for a “gift of freedom” (in the amount of $17.76) to drive an incremental lift in donors that completed the giving process for Heritage Action, as well.

Research Question

Can we improve donor conversion rates by intercepting exit-intent visitors to the Heritage Action donation ask portion of the “Serial Ask” process, and give them a special ask to consider before they go?


C: Control
T1: Treatment #1


Treatment Name Conv. Rate Relative Difference Confidence
C: Control 17.7%
T1: Treatment #1 23.6% 33.2% 95.2%

This experiment has a required sample size of 365 in order to be valid. Since the experiment had a total sample size of 738, 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
× 33.2% increase in conversion rate
× 0% increase in average gift

Key Learnings

With a 95% confidence score, we validated a 33% increase in donor conversion rate. Along with the increase in donor conversion rate, we recorded an increase of 39% increase in revenue over the control treatment, as well.

In reviewing the transactions, we noted that there were 15 gifts for the treatment that matched our symbolic ask amount of $17.76, or put another way, 60% of the transactions collected in the treatment were for the “symbolic gift amount”.

Additional testing around both messaging and leveraging exit intercept pop-ups is advised, but the combination of both appear to have driven the lift together.

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Experiment Documented by...

Greg Colunga

Greg is Executive Vice President 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.