How inserting a gift array on a primary donation page affects conversion rate
Compassion International
Experiment Summary
Timeframe: 10/19/2018 - 12/04/2018
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
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.