How using a suggested gift array on a primary donation page impacts donor conversion Experiment ID: #18215
Timeframe: 8/7/2019 - 9/16/2019
On EWTN’s primary donation page, the donation form had historically used an open gift field. The open gift array is an option that has proven successful for certain types of organizations and in certain locations. However, we have also found that providing a gift array can help reduce decision friction which can increase conversion rate.
To determine what would work best for EWTN, we decided to set up an experiment on the primary donation form.
What kind of gift option on a primary donation page gets the strongest response?
|Treatment Name||Conv. Rate||Relative Difference||Confidence|
|C:||Open Gift Field||33.5%|
|T1:||With Gift Array||39.4%||17.4%||100.0%|
This experiment has a required sample size of 525 in order to be valid. Since the experiment had a total sample size of 6,464, 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
× 17.4% increase in conversion rate
× 0% increase in average gift
We were able to increase donor conversion by 17% by using a suggested gift array. What this tells us is that people need some guidance when making a donation. By presenting gift arrays we were able to decrease friction in the giving process and increase conversion. Next we’d like to test a higher gift array to see if we can positively impact average gift and increase overall revenue.