How adding suggested gift amounts affects donor conversion
Experiment ID: #930
CaringBridge
Experiment Summary
Timeframe: 02/01/2015 - 02/17/2015
CaringBridge had 3 suggested gift amounts on their donation page for as long as anyone could remember: $70, $125, and $300. These numbers had been tested in the past, but no one on the current team had any reference point for their selection. Data showed that a large number of donors used the “other” field to enter their gift amount (mostly lower gifts around $20). We thought that increasing the number of suggested amounts might decrease decision friction and increase conversion rate for those who wanted to give, but thought that the initial ask was too high. Our only fear was that we might lower average gift by lowering the initial ask, so we hoped that the increase in conversions made up for the perceived decrease.
We launched a new treatment with 6 giving options: $25, $50, $75, $100, $250, and $500, as well as the other field.
Research Question
Will increasing the number of options on the donation form increase the number of conversions?
Design
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[date] => 2021-02-24 14:59:00
[modified] => 2021-02-24 14:59:00
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | 4 Buttons | 0.96% | ||
| T1: | 6 Buttons | 2.0% | 104.4% | 98.7% |
This experiment has a required sample size of 1,308 in order to be valid. Since the experiment had a total sample size of 4,159, 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
× 104.4% increase in conversion rate
× 0% increase in average gift
Key Learnings
The increased choice led to a 104.4% increase in donor conversion. Additionally there was only a $4 decrease in average gift (which was not significant or valid), so there was a significant increase in revenue overall as well. This suggested several other tests to erase the dip in average gift and maintain conversion, but was immediately rolled out to other forms on the site.