How using a suggested gift array on a primary donation page impacts donor conversion Experiment ID: #18215

EWTN

Experiment Summary

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.

Research Question

What kind of gift option on a primary donation page gets the strongest response?

Design

C: Open Gift Field
T1: With Gift Array

Results

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

Key Learnings

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.


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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.