How adding additional giving options copy to the primary donation page impacts conversion
Experiment ID: #9477
Boys Town
Experiment Summary
Ended On: 10/04/2018
Boys Town deployed a new primary donation page that when tested against their original donation page, increased donor conversion by 20%. At the initial launch of the new donation page, they had removed the additional giving options. This feature was not part of the new donation page, but was an important element to the Boys Town donor experience. After finding that the new donation page increased donor conversion, they wanted to see what the impact would be if they added the additional giving options back into the donation page. To do this, a line of copy was added just below the hero image. We tested this against the current winning version that only had the hero image.
Research Question
How would adding the additional giving options on the donation page impact donor conversion.
Design
C: Image Only
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[thumb_776_395-width] => 448
[thumb_776_395-height] => 395
) ) [1] => Array
(
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[id] => 15350
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[filename] => Image_with_Additional_Giving_Options_Copy.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Image_with_Additional_Giving_Options_Copy.jpg
[link] => https://www.nextafter.com/experiments/how-adding-additional-giving-options-copy-to-the-primary-donation-page-impacts-conversion/attachment/image_with_additional_giving_options_copy-jpg/
[alt] =>
[author] => 9
[description] =>
[caption] =>
[name] => image_with_additional_giving_options_copy-jpg
[status] => inherit
[uploaded_to] => 15348
[date] => 2021-02-25 09:47:26
[modified] => 2021-02-25 09:47:26
[menu_order] => 0
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[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
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[sizes] => Array
(
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[2048x2048-width] => 744
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[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/Image_with_Additional_Giving_Options_Copy-600x600.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
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[tp-image-grid-width] => 700
[tp-image-grid-height] => 697
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Image_with_Additional_Giving_Options_Copy-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Image_with_Additional_Giving_Options_Copy-50x50.jpg
[admin-width] => 50
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[thumb_32_32-height] => 32
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[thumb_48_48-width] => 48
[thumb_48_48-height] => 48
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[thumb_64_64-width] => 64
[thumb_64_64-height] => 64
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[thumb_128_128-width] => 128
[thumb_128_128-height] => 128
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[thumb_122_67-width] => 67
[thumb_122_67-height] => 67
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[thumb_153_153-width] => 153
[thumb_153_153-height] => 153
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[thumb_130_163-width] => 130
[thumb_130_163-height] => 129
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[thumb_232_177-width] => 178
[thumb_232_177-height] => 177
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[thumb_272_325-width] => 544
[thumb_272_325-height] => 542
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[thumb_271_346-width] => 271
[thumb_271_346-height] => 270
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[thumb_271_271-width] => 271
[thumb_271_271-height] => 271
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[thumb_272_172-width] => 173
[thumb_272_172-height] => 172
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[thumb_372_461-width] => 372
[thumb_372_461-height] => 371
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[thumb_372_500-width] => 372
[thumb_372_500-height] => 371
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[thumb_385_270-width] => 271
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Image_with_Additional_Giving_Options_Copy-242x241.jpg
[thumb_416_241-width] => 242
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Image_with_Additional_Giving_Options_Copy-412x410.jpg
[thumb_448_410-width] => 412
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Image_with_Additional_Giving_Options_Copy.jpg
[thumb_448_410_retina-width] => 744
[thumb_448_410_retina-height] => 741
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Image_with_Additional_Giving_Options_Copy-384x382.jpg
[thumb_574_382-width] => 384
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Image_with_Additional_Giving_Options_Copy-397x395.jpg
[thumb_776_395-width] => 397
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Image Only | 35.7% | ||
| T1: | Image with Additional Giving Options Copy | 39.3% | 10.1% | 83.3% |
This experiment has a required sample size of 1,393 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
While the experiment didn’t quite validate, we did find that the addition of the copy for other giving options didn’t negatively impact donor conversion. Even better, the additional copy actually increased donor conversion. Knowing this, Boys Town can now keep the additional giving options on the primary donation page without decreasing donor conversion, and at the same time give people who are looking for other ways to give to Boys Town the opportunity to do so.