How adding a lower option to a gift array affects conversion and revenue
Experiment ID: #33477
CaringBridge
Experiment Summary
Timeframe: 07/10/2020 - 07/29/2020
CaringBridge had long held their gift array at $50 / $100 / $250 / Other. However, throughout their site, there were multiple mentions of a $30 gift handle, which powers a CaringBridge site for one month. They wanted to test the concept of adding this option to the site. They hypothesized that it would increase conversion, but decrease average gift. If that happened, and the variance between the two metrics was acceptable, then they would take more donors over a slight decrease in immediate revenue.
Research Question
How will adding a lower option to a gift array affect conversion and revenue?
Design
C: Control
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[thumb_372] => https://www.nextafter.com/wp-content/uploads/30_Option-372x354.jpg
[thumb_372-width] => 372
[thumb_372-height] => 354
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/30_Option-657x625.jpg
[single_post_thumbnail-width] => 657
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/30_Option-32x30.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 30
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/30_Option-48x46.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 46
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/30_Option-64x61.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 61
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/30_Option-128x122.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 122
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/30_Option-70x67.jpg
[thumb_122_67-width] => 70
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/30_Option-153x146.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 146
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/30_Option-130x124.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 124
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/30_Option-186x177.jpg
[thumb_232_177-width] => 186
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/30_Option-544x518.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 518
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/30_Option-271x258.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 258
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/30_Option-271x258.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 258
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/30_Option-181x172.jpg
[thumb_272_172-width] => 181
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/30_Option-372x354.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 354
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/30_Option-372x354.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 354
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/30_Option-284x270.jpg
[thumb_385_270-width] => 284
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/30_Option-253x241.jpg
[thumb_416_241-width] => 253
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/30_Option-431x410.jpg
[thumb_448_410-width] => 431
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/30_Option.jpg
[thumb_448_410_retina-width] => 769
[thumb_448_410_retina-height] => 732
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/30_Option-401x382.jpg
[thumb_574_382-width] => 401
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/30_Option-415x395.jpg
[thumb_776_395-width] => 415
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/30_Option.jpg
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 286
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/30_Option.jpg
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 381
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/30_Option.jpg
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 571
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 7.1% | $0.00 | ||
| T1: | $30 Option | 7.6% | 6.2% | 99.6% | $0.00 |
This experiment has a required sample size of 26,744 in order to be valid. Since the experiment had a total sample size of 117,839, 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
× 6.2% increase in conversion rate
× 0% increase in average gift
Key Learnings
The treatment, with the $30 option, increased gifts by 6.2%. However, it decreased revenue by 7.7%, which left CaringBridge with a difficult decision. Do they take more donors, which gives them more people to eventually retain and keep downstream, or do they keep the higher average gift, which brings more money in the door right away?
This inspired more data analysis to understand the downstream impact of this before rolling out—but solidifying the revenue and conversion impact while mitigating risk (as only half of the audience saw the treatment) gave them extremely valuable data to work with.