How a dropdown on a donate button affects donor conversion
Experiment ID: #12031
CaringBridge
Experiment Summary
Timeframe: 05/21/2019 - 07/20/2019
For Caringbridge, the primary navigation has always had a prominent donation button in the top right corner. This button took all potential donors to a generic donation page that offered both one-time and recurring giving options.
There was a hypothesis that since a recurring donor and a one-time donor are two distinct segments, it may make sense to split this audience at the navigation level. Doing this would allow for targeted donation pages for each segment which may help increase the relevance and perceived value of the offer.
Research Question
Will adding a drop down navigation option for one-time and recurring gifts increase overall (or recurring) giving?
Design
C: Control
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[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1067
[height] => 133
[sizes] => Array
(
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[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dropdown_Button-300x37.jpg
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[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dropdown_Button-768x96.jpg
[medium_large-width] => 640
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[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dropdown_Button-1024x128.jpg
[large-width] => 640
[large-height] => 80
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[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dropdown_Button-600x400.jpg
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[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dropdown_Button-600x600.jpg
[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/Dropdown_Button-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dropdown_Button-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dropdown_Button-50x6.jpg
[admin-width] => 50
[admin-height] => 6
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[full-height] => 133
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[thumb_372-width] => 372
[thumb_372-height] => 46
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dropdown_Button-980x122.jpg
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 122
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[thumb_32_32-height] => 4
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[thumb_48_48-width] => 48
[thumb_48_48-height] => 6
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[thumb_64_64-width] => 64
[thumb_64_64-height] => 8
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[thumb_128_128-height] => 16
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[thumb_122_67-width] => 122
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[thumb_153_153-width] => 153
[thumb_153_153-height] => 19
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[thumb_130_163-width] => 130
[thumb_130_163-height] => 16
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dropdown_Button-232x29.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 29
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[thumb_272_325-width] => 544
[thumb_272_325-height] => 68
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[thumb_271_346-width] => 271
[thumb_271_346-height] => 34
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dropdown_Button-271x34.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 34
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dropdown_Button-272x34.jpg
[thumb_272_172-width] => 272
[thumb_272_172-height] => 34
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dropdown_Button-372x46.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 46
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dropdown_Button-372x46.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 46
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dropdown_Button-385x48.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 48
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dropdown_Button-416x52.jpg
[thumb_416_241-width] => 416
[thumb_416_241-height] => 52
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dropdown_Button-448x56.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 56
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dropdown_Button-896x112.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 112
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dropdown_Button-574x72.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 72
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Dropdown_Button-776x97.jpg
[thumb_776_395-width] => 776
[thumb_776_395-height] => 97
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.11% | $0.00 | ||
| T1: | Dropdown Button | 0.11% | 2.1% | 74.4% | $0.00 |
This experiment has a required sample size of 15,886,371 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
After running for two months with over 10 million visitors, we found that the drop down navigation offer had no statistically significant impact on overall giving or the likelihood for individuals to give a recurring gift. This could potentially suggest that we’re bringing this split too high up into the conversion funnel. Instead of the navigation, it may make more sense to emphasize this segmentation split (with associated value proposition) on the donation page itself. Similar experiments have been run using tabs on donation forms with success. That would be a natural next step.