How inserting a gift array on a primary donation page affects conversion rate Experiment ID: #18903

Compassion International

Experiment Summary

Timeframe: 10/19/2018 - 12/4/2018

Compassion International’s main donation page featured an open field with a $100 suggested gift, and a drop down to choose whether to make the gift one-time or monthly. They were curious to see what happened when the one-time ask was replaced with a range of giving options ($50 / $100 / 250) and when the monthly recurring gift ask was brought out of the dropdown and into the decision flow as a “binary checkbox”. They created a treatment that did both of these and launched and experiment to find a winner.

Research Question

How will inserting a gift array on a primary donation page affect conversion rate?

Design

C: Control
T1: Treatment #1

Results

Treatment Name Conv. Rate Relative Difference Confidence
C: Control 2.5%
T1: Treatment #1 2.0% -18.5% 90.3%

This experiment has a required sample size of 8,072 in order to be valid. Since the experiment had a total sample size of 11,568, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

The gift array, after several months, produced an 18.5% decrease in giving, although some of this may have been due to the placement of the array—instead of being in the same position, it was moved down below the main image. However, this coincided with a 385% lift in recurring donations. Further analysis must be done to determine if the losses from one-time giving are offset by the increases to monthly giving.


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.