How adding a gift array affects conversion on a monthly giving page Experiment ID: #19086

CaringBridge

CaringBridge offers free personal, protected websites for people to easily share updates and receive support and encouragement from their community during a health journey. Every 7 minutes, a CaringBridge website is created for someone experiencing a health event.

Experiment Summary

Timeframe: 11/6/2019 - 11/23/2019

CaringBridge had begun testing a program to acquire monthly recurring donors. One of the questions we were asking involved how much to ask for on the donation page. Historically, Caringbridge had found that a gift array improved conversion but, since we didn’t have an idea of what level recurring donors would give at, we decided to test a form without a gift array to help learn what people would give.

Research Question

How will moving a gift array affect conversion on a monthly giving page?

Design

C: Control
T1: with Array

Results

Treatment Name Revenue per Visitor Relative Difference Confidence Average Gift
C: Control $5.90 $46.93
T1: with Array $3.14 -46.7% 97.9% $35.47

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
× 29.5% decrease in conversion rate
× 24.4% decrease in average gift
46.7% decrease in revenue

Key Learnings

The page with the array was consistently reducing conversion; when we factor in the 12 month revenue impact of the decrease in recurring gifts, we found that the page with an array was decreasing revenue by over 46%.

With this information, we were also able to determine the average gift of recurring donors and will be relaunching this experiment with a more targeted gift array.


Experiment Documented by...

Jeff Giddens

Jeff is the 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.