How visually emphasizing a gift amount on a primary donation page impacts revenue Experiment ID: #16415
The Missionary Oblates of Mary Immaculate
The Missionary Oblates of Mary Immaculate are a Roman Catholic congregation of priests and brothers founded after the French Revolution by St. Eugene De Mazenod to work among the poor. Today there are nearly 4,000 missionaries working in more than 60 countries around the world.
Timeframe: 4/16/2019 - 6/14/2019
Significant testing had been done on the Missionary Oblates primary donation page in an effort to increase donor conversion. Because of the low conversion rate from this page, we weren’t able to validate these experiments or help improve conversion on the page. Because of this, we hypothesized testing an element on the page that might impact overall revenue and average gift. For this experiment we tested visually emphasizing a larger gift amount than what we knew was the average gift on this page. To do this, we put the higher suggested gift amount in the middle of the gift arrays, put a box around it and noted that gift amount to be the “most popular”.
Can we increase average gift and overall revenue by visually emphasizing a specific gift amount?
|Treatment Name||Revenue per Visitor||Relative Difference||Confidence||Average Gift|
|T1:||Most Popular Option||$13.43||23.8%||97.4%||$30.90|
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was met so these 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
× 7.8% increase in conversion rate
× 14.9% increase in average gift
23.8% increase in revenue
We were able to increase overall revenue from the primary donation page by 24%. By visually emphasizing the gift and noting it as the “most popular”, we eliminated some of the decision process friction in making a gift and increased the average gift on the page. Additionally, we saw an even stronger increase in revenue (44%) for people on mobile devices. This learning has a significant impact on revenue for the organization.