How a pre-selected value on the gift array impacted donor conversion rate and revenue from acquisition forms Experiment ID: #19654

Americans for Prosperity

Experiment Summary

Ended On: 1/22/2020

Americans for Prosperity was looking into ways to increase their donor conversion rate and revenue from the investment they were making in acquiring donors through instant donation forms online. In reviewing the forms, we decided to try adding a “Most Popular” pre-selected option in the gift array to see how it would impact these key metrics.

Research Question

Will adding a “most popular” pre-selected value on the gift array impact donor conversion rate or revenue for acquisition forms?

Design

C: Control
T1: Treatment #1

Results

Treatment Name Revenue per Visitor Relative Difference Confidence Average Gift
C: Control $0.23 $20.04
T1: Treatment #1 $0.45 94.4% 92.3% $31.10

This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was not met so these experiment results are not valid.

Key Learnings

This treatment improved revenue by 94.4% (with a 92.3% level of confidence). Additionally, the donor conversion rate was showing an increase of 29.5% (although the level of confidence achieved was only 66%). Although these results didn’t officially validate, the lift in revenue is certainly directional and the decision was made to roll this out to gain the apparent benefits of the treatment option.

This increase in revenue was largely driven by an increase in the average gift amount of +55%.

Additionally, the number of $50 or greater sized gifts acquired through the treatment option was doubled in the treatment.

When donors are considering giving a gift during the instant donation page in your acquisition efforts, one of the decisions they have to make is “how much should I give?” This “Most Popular” treatment appears to decrease the friction in the process of making a donation because the donors now have a “starting point” provided to them as to make a decision about “how much” to give.


Experiment Documented by...

Greg Colunga

Greg is Executive Vice 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.