How adding incentive and removing donation form friction affects conversion
Experiment ID: #1317
Hillsdale College
Experiment Summary
Timeframe: 04/27/2015 - 05/27/2015
On Hillsdale College’s main donation form, we had done previous experiments to lift conversion rate 22% by modifying the format of the donation form and adding messaging around what we believed is both unique and appealing about Hillsdale College to potential donors. In an effort to continue optimizing this high traffic page, we shifted our focus to reducing friction and adding incentive to the gift.
We reduced friction by adding a lower starting donation amount to the gift array with the belief that a larger ask may make the donors feel a smaller gift would not be as impactful. We also removed dividers between each section of the form to help move visitors down the page. For incentive, we added the existing offer to receive a brick in the College’s Liberty Walk for a gift of $500 or more.
Research Question
Does a lower initial donation ask in the gift array and added incentive improve the overall visitor conversion and revenue of the main donation page?
Design
C: Form with section dividers
Array
(
[0] => Array
(
[ID] => 11768
[id] => 11768
[title] => C2-7.png
[filename] => C2-7.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7.png
[link] => https://www.nextafter.com/experiments/how-adding-incentive-and-removing-donation-form-friction-affects-conversion/attachment/c2-7-png/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => c2-7-png
[status] => inherit
[uploaded_to] => 11767
[date] => 2021-02-24 15:16:09
[modified] => 2022-07-14 02:17:52
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1151
[height] => 2410
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-143x300.png
[medium-width] => 143
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-768x1608.png
[medium_large-width] => 640
[medium_large-height] => 1340
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-489x1024.png
[large-width] => 489
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-734x1536.png
[1536x1536-width] => 734
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-978x2048.png
[2048x2048-width] => 978
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7.png
[tp-image-grid-width] => 334
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-24x50.png
[admin-width] => 24
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7.png
[full-width] => 1151
[full-height] => 2410
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-372x779.png
[thumb_372-width] => 372
[thumb_372-height] => 779
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-298x625.png
[single_post_thumbnail-width] => 298
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-15x32.png
[thumb_32_32-width] => 15
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-23x48.png
[thumb_48_48-width] => 23
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-31x64.png
[thumb_64_64-width] => 31
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-61x128.png
[thumb_128_128-width] => 61
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-32x67.png
[thumb_122_67-width] => 32
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-73x153.png
[thumb_153_153-width] => 73
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-78x163.png
[thumb_130_163-width] => 78
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-85x177.png
[thumb_232_177-width] => 85
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-310x650.png
[thumb_272_325-width] => 310
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-165x346.png
[thumb_271_346-width] => 165
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-129x271.png
[thumb_271_271-width] => 129
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-82x172.png
[thumb_272_172-width] => 82
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-220x461.png
[thumb_372_461-width] => 220
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-239x500.png
[thumb_372_500-width] => 239
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-129x270.png
[thumb_385_270-width] => 129
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-115x241.png
[thumb_416_241-width] => 115
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-196x410.png
[thumb_448_410-width] => 196
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-392x820.png
[thumb_448_410_retina-width] => 392
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-182x382.png
[thumb_574_382-width] => 182
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-189x395.png
[thumb_776_395-width] => 189
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 11773
[id] => 11773
[title] => T2-4.png
[filename] => T2-4.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4.png
[link] => https://www.nextafter.com/experiments/how-adding-incentive-and-removing-donation-form-friction-affects-conversion/attachment/t2-4-png/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => t2-4-png
[status] => inherit
[uploaded_to] => 11767
[date] => 2021-02-24 15:20:15
[modified] => 2021-02-24 15:20:15
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1164
[height] => 2484
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-141x300.png
[medium-width] => 141
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-768x1639.png
[medium_large-width] => 640
[medium_large-height] => 1366
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-480x1024.png
[large-width] => 480
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-720x1536.png
[1536x1536-width] => 720
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-960x2048.png
[2048x2048-width] => 960
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4.png
[tp-image-grid-width] => 328
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-23x50.png
[admin-width] => 23
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4.png
[full-width] => 1164
[full-height] => 2484
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-372x794.png
[thumb_372-width] => 372
[thumb_372-height] => 794
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-293x625.png
[single_post_thumbnail-width] => 293
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-15x32.png
[thumb_32_32-width] => 15
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-22x48.png
[thumb_48_48-width] => 22
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-30x64.png
[thumb_64_64-width] => 30
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-60x128.png
[thumb_128_128-width] => 60
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-31x67.png
[thumb_122_67-width] => 31
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-72x153.png
[thumb_153_153-width] => 72
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-76x163.png
[thumb_130_163-width] => 76
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-83x177.png
[thumb_232_177-width] => 83
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-305x650.png
[thumb_272_325-width] => 305
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-162x346.png
[thumb_271_346-width] => 162
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-127x271.png
[thumb_271_271-width] => 127
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-81x172.png
[thumb_272_172-width] => 81
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-216x461.png
[thumb_372_461-width] => 216
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-234x500.png
[thumb_372_500-width] => 234
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-127x270.png
[thumb_385_270-width] => 127
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-113x241.png
[thumb_416_241-width] => 113
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-192x410.png
[thumb_448_410-width] => 192
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-384x820.png
[thumb_448_410_retina-width] => 384
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-179x382.png
[thumb_574_382-width] => 179
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-185x395.png
[thumb_776_395-width] => 185
[thumb_776_395-height] => 395
) ) )
T1: Form with incentive and no dividers
Array
(
[0] => Array
(
[ID] => 11768
[id] => 11768
[title] => C2-7.png
[filename] => C2-7.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7.png
[link] => https://www.nextafter.com/experiments/how-adding-incentive-and-removing-donation-form-friction-affects-conversion/attachment/c2-7-png/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => c2-7-png
[status] => inherit
[uploaded_to] => 11767
[date] => 2021-02-24 15:16:09
[modified] => 2022-07-14 02:17:52
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1151
[height] => 2410
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-143x300.png
[medium-width] => 143
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-768x1608.png
[medium_large-width] => 640
[medium_large-height] => 1340
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-489x1024.png
[large-width] => 489
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-734x1536.png
[1536x1536-width] => 734
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-978x2048.png
[2048x2048-width] => 978
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7.png
[tp-image-grid-width] => 334
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-24x50.png
[admin-width] => 24
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7.png
[full-width] => 1151
[full-height] => 2410
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-372x779.png
[thumb_372-width] => 372
[thumb_372-height] => 779
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-298x625.png
[single_post_thumbnail-width] => 298
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-15x32.png
[thumb_32_32-width] => 15
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-23x48.png
[thumb_48_48-width] => 23
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-31x64.png
[thumb_64_64-width] => 31
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-61x128.png
[thumb_128_128-width] => 61
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-32x67.png
[thumb_122_67-width] => 32
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-73x153.png
[thumb_153_153-width] => 73
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-78x163.png
[thumb_130_163-width] => 78
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-85x177.png
[thumb_232_177-width] => 85
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-310x650.png
[thumb_272_325-width] => 310
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-165x346.png
[thumb_271_346-width] => 165
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-129x271.png
[thumb_271_271-width] => 129
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-82x172.png
[thumb_272_172-width] => 82
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-220x461.png
[thumb_372_461-width] => 220
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-239x500.png
[thumb_372_500-width] => 239
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-129x270.png
[thumb_385_270-width] => 129
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-115x241.png
[thumb_416_241-width] => 115
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-196x410.png
[thumb_448_410-width] => 196
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-392x820.png
[thumb_448_410_retina-width] => 392
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-182x382.png
[thumb_574_382-width] => 182
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/C2-7-189x395.png
[thumb_776_395-width] => 189
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 11773
[id] => 11773
[title] => T2-4.png
[filename] => T2-4.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4.png
[link] => https://www.nextafter.com/experiments/how-adding-incentive-and-removing-donation-form-friction-affects-conversion/attachment/t2-4-png/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => t2-4-png
[status] => inherit
[uploaded_to] => 11767
[date] => 2021-02-24 15:20:15
[modified] => 2021-02-24 15:20:15
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1164
[height] => 2484
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-141x300.png
[medium-width] => 141
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-768x1639.png
[medium_large-width] => 640
[medium_large-height] => 1366
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-480x1024.png
[large-width] => 480
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-720x1536.png
[1536x1536-width] => 720
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-960x2048.png
[2048x2048-width] => 960
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4.png
[tp-image-grid-width] => 328
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-23x50.png
[admin-width] => 23
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4.png
[full-width] => 1164
[full-height] => 2484
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-372x794.png
[thumb_372-width] => 372
[thumb_372-height] => 794
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-293x625.png
[single_post_thumbnail-width] => 293
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-15x32.png
[thumb_32_32-width] => 15
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-22x48.png
[thumb_48_48-width] => 22
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-30x64.png
[thumb_64_64-width] => 30
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-60x128.png
[thumb_128_128-width] => 60
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-31x67.png
[thumb_122_67-width] => 31
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-72x153.png
[thumb_153_153-width] => 72
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-76x163.png
[thumb_130_163-width] => 76
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-83x177.png
[thumb_232_177-width] => 83
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-305x650.png
[thumb_272_325-width] => 305
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-162x346.png
[thumb_271_346-width] => 162
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-127x271.png
[thumb_271_271-width] => 127
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-81x172.png
[thumb_272_172-width] => 81
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-216x461.png
[thumb_372_461-width] => 216
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-234x500.png
[thumb_372_500-width] => 234
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-127x270.png
[thumb_385_270-width] => 127
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-113x241.png
[thumb_416_241-width] => 113
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-192x410.png
[thumb_448_410-width] => 192
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-384x820.png
[thumb_448_410_retina-width] => 384
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-179x382.png
[thumb_574_382-width] => 179
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/T2-4-185x395.png
[thumb_776_395-width] => 185
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Form with section dividers | 26.9% | $70.78 | ||
| T1: | Form with incentive and no dividers | 35.6% | 32.5% | 96.1% | $80.55 |
This experiment has a required sample size of 216 in order to be valid. Since the experiment had a total sample size of 478, 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
× 32.5% increase in conversion rate
× 13.8% increase in average gift
50.8% increase in revenue
Key Learnings
The new donation form treatment was able to produce a 32.5% increase in conversion and a lift to average gift of 13.8%. We noticed was that, despite adding the incentive for a $500+ gift, we didn’t see any donors give at or above that level so the incentive did not seem to have much impact on the average gift.
Our initial concern was that adding the $25 option to the gift array would lower the average gift enough to negate any increases in conversion. This proved to be false. The lower gift was able to increase the conversion rate and it did not seem to make donors give less.