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.

Experiment Summary

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”.

Research Question

Can we increase average gift and overall revenue by visually emphasizing a specific gift amount?

Design

C: Control
T1: Most Popular Option

Results

Treatment Name Revenue per Visitor Relative Difference Confidence Average Gift
C: Control $10.85 $26.90
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

Key Learnings

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.


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Experiment Documented by...

Courtney Gaines

Courtney is the Senior Director of Optimization 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.