let us help
Subscribe
CaringBridge

How providing a micro ask of $25 for 2 weeks of impact, affects giving for onsite tribute widgets

Experiment ID: #172224

CaringBridge

Experiment Summary

Timeframe: 03/14/2024 - 03/24/2024

CaringBridge has a long-standing ask of $30 on their on-site tribute widgets. This was the approximate cost to power a site for a month several years ago but has since needed updating. In order to get closer to the actual cost to-date, and to reduce the barrier to entry for those who could not give higher amounts, we tested using a $25 ask that covers a site for 2 weeks (instead of a month). This was tested among multiple places on-site where a tribute widget appeared.

The first test ran (https://app.winstonknows.com/e/j6kp) was a $60 ask and that proved to be too high for site visitors – resulting in a valid 16% decrease in conversion rate and a decrease in revenue.

The second test ran (https://app.winstonknows.com/e/gWqq) was a $50 ask that proved to also be too high for site visitors resulting in a 10% decrease in giving but flat revenue.

Research Question

We believe that providing a microask for site visitors will achieve an increase in donor conversion rate because it will lower the barrier to entry for prospective donors and reduce decision anxiety .

Design

C: Control
Array ( [0] => Array ( [ID] => 59253 [id] => 59253 [title] => Control.png [filename] => Control.png [filesize] => 310062 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control.png [link] => https://www.nextafter.com/experiments/how-providing-a-micro-ask-of-25-for-2-weeks-of-impact-affects-giving-for-onsite-tribute-widgets/attachment/control-png-7229/ [alt] => [author] => 0 [description] => [caption] => [name] => control-png-7229 [status] => inherit [uploaded_to] => 59251 [date] => 2024-04-05 16:50:42 [modified] => 2024-04-05 16:50:42 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 2716 [height] => 818 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-300x90.png [medium-width] => 300 [medium-height] => 90 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-768x231.png [medium_large-width] => 640 [medium_large-height] => 193 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1024x308.png [large-width] => 640 [large-height] => 193 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1536x463.png [1536x1536-width] => 1536 [1536x1536-height] => 463 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2048x617.png [2048x2048-width] => 2048 [2048x2048-height] => 617 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-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/Control-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/Control-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-50x15.png [admin-width] => 50 [admin-height] => 15 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control.png [full-width] => 2716 [full-height] => 818 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-372x112.png [thumb_372-width] => 372 [thumb_372-height] => 112 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-980x295.png [single_post_thumbnail-width] => 980 [single_post_thumbnail-height] => 295 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-32x10.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 10 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-48x14.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 14 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-64x19.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 19 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-128x39.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 39 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-122x37.png [thumb_122_67-width] => 122 [thumb_122_67-height] => 37 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-153x46.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 46 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-130x39.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 39 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-232x70.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 70 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-544x164.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 164 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-271x82.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 82 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-271x82.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 82 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-272x82.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 82 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-372x112.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 112 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-372x112.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 112 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-385x116.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 116 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-416x125.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 125 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-448x135.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 135 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-896x270.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 270 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-574x173.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 173 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-776x234.png [thumb_776_395-width] => 776 [thumb_776_395-height] => 234 ) ) [1] => Array ( [ID] => 59254 [id] => 59254 [title] => $25_Text.png [filename] => 25_Text.png [filesize] => 217764 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text.png [link] => https://www.nextafter.com/experiments/how-providing-a-micro-ask-of-25-for-2-weeks-of-impact-affects-giving-for-onsite-tribute-widgets/attachment/25_text-png/ [alt] => [author] => 0 [description] => [caption] => [name] => 25_text-png [status] => inherit [uploaded_to] => 59251 [date] => 2024-04-05 16:50:50 [modified] => 2024-04-05 16:50:50 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 2144 [height] => 658 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-300x92.png [medium-width] => 300 [medium-height] => 92 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-768x236.png [medium_large-width] => 640 [medium_large-height] => 197 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-1024x314.png [large-width] => 640 [large-height] => 196 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-1536x471.png [1536x1536-width] => 1536 [1536x1536-height] => 471 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-2048x629.png [2048x2048-width] => 2048 [2048x2048-height] => 629 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-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/25_Text-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/25_Text-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-50x15.png [admin-width] => 50 [admin-height] => 15 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text.png [full-width] => 2144 [full-height] => 658 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-372x114.png [thumb_372-width] => 372 [thumb_372-height] => 114 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-980x301.png [single_post_thumbnail-width] => 980 [single_post_thumbnail-height] => 301 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-32x10.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 10 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-48x15.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 15 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-64x20.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 20 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-128x39.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 39 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-122x37.png [thumb_122_67-width] => 122 [thumb_122_67-height] => 37 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-153x47.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 47 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-130x40.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 40 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-232x71.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 71 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-544x167.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 167 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-271x83.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 83 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-271x83.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 83 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-272x83.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 83 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-372x114.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 114 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-372x114.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 114 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-385x118.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 118 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-416x128.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 128 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-448x137.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 137 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-896x275.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 275 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-574x176.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 176 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-776x238.png [thumb_776_395-width] => 776 [thumb_776_395-height] => 238 ) ) )
T1: $25 Text
Array ( [0] => Array ( [ID] => 59253 [id] => 59253 [title] => Control.png [filename] => Control.png [filesize] => 310062 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control.png [link] => https://www.nextafter.com/experiments/how-providing-a-micro-ask-of-25-for-2-weeks-of-impact-affects-giving-for-onsite-tribute-widgets/attachment/control-png-7229/ [alt] => [author] => 0 [description] => [caption] => [name] => control-png-7229 [status] => inherit [uploaded_to] => 59251 [date] => 2024-04-05 16:50:42 [modified] => 2024-04-05 16:50:42 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 2716 [height] => 818 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-300x90.png [medium-width] => 300 [medium-height] => 90 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-768x231.png [medium_large-width] => 640 [medium_large-height] => 193 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1024x308.png [large-width] => 640 [large-height] => 193 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-1536x463.png [1536x1536-width] => 1536 [1536x1536-height] => 463 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2048x617.png [2048x2048-width] => 2048 [2048x2048-height] => 617 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-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/Control-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/Control-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-50x15.png [admin-width] => 50 [admin-height] => 15 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control.png [full-width] => 2716 [full-height] => 818 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-372x112.png [thumb_372-width] => 372 [thumb_372-height] => 112 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-980x295.png [single_post_thumbnail-width] => 980 [single_post_thumbnail-height] => 295 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-32x10.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 10 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-48x14.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 14 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-64x19.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 19 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-128x39.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 39 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-122x37.png [thumb_122_67-width] => 122 [thumb_122_67-height] => 37 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-153x46.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 46 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-130x39.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 39 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-232x70.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 70 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-544x164.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 164 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-271x82.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 82 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-271x82.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 82 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-272x82.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 82 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-372x112.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 112 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-372x112.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 112 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-385x116.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 116 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-416x125.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 125 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-448x135.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 135 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-896x270.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 270 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-574x173.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 173 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-776x234.png [thumb_776_395-width] => 776 [thumb_776_395-height] => 234 ) ) [1] => Array ( [ID] => 59254 [id] => 59254 [title] => $25_Text.png [filename] => 25_Text.png [filesize] => 217764 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text.png [link] => https://www.nextafter.com/experiments/how-providing-a-micro-ask-of-25-for-2-weeks-of-impact-affects-giving-for-onsite-tribute-widgets/attachment/25_text-png/ [alt] => [author] => 0 [description] => [caption] => [name] => 25_text-png [status] => inherit [uploaded_to] => 59251 [date] => 2024-04-05 16:50:50 [modified] => 2024-04-05 16:50:50 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 2144 [height] => 658 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-300x92.png [medium-width] => 300 [medium-height] => 92 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-768x236.png [medium_large-width] => 640 [medium_large-height] => 197 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-1024x314.png [large-width] => 640 [large-height] => 196 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-1536x471.png [1536x1536-width] => 1536 [1536x1536-height] => 471 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-2048x629.png [2048x2048-width] => 2048 [2048x2048-height] => 629 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-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/25_Text-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/25_Text-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-50x15.png [admin-width] => 50 [admin-height] => 15 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text.png [full-width] => 2144 [full-height] => 658 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-372x114.png [thumb_372-width] => 372 [thumb_372-height] => 114 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-980x301.png [single_post_thumbnail-width] => 980 [single_post_thumbnail-height] => 301 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-32x10.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 10 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-48x15.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 15 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-64x20.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 20 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-128x39.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 39 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-122x37.png [thumb_122_67-width] => 122 [thumb_122_67-height] => 37 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-153x47.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 47 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-130x40.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 40 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-232x71.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 71 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-544x167.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 167 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-271x83.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 83 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-271x83.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 83 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-272x83.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 83 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-372x114.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 114 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-372x114.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 114 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-385x118.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 118 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-416x128.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 128 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-448x137.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 137 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-896x275.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 275 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-574x176.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 176 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25_Text-776x238.png [thumb_776_395-width] => 776 [thumb_776_395-height] => 238 ) ) )

Results

 Treatment NameConv. RateRelative DifferenceConfidenceAverage Gift
C: Control 0.19%$53.29
T1: $25 Text 0.26%39.1% 99.9%$50.92

This experiment has a required sample size of 32,182 in order to be valid. Since the experiment had a total sample size of 170,647, 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
× 39.1% increase in conversion rate
× 4.4% decrease in average gift
32.9% increase in revenue

Key Learnings

The key learnings from this experiment show that providing a microask for site visitors significantly increased donor conversion rates, demonstrating a 39.1% increase in donations for all traffic with a 99.9% level of statistical confidence. This confirms the hypothesis that offering a lower barrier to entry and reducing decision anxiety can positively impact giving behavior.

Furthermore, the experiment resulted in a substantial increase in revenue by 329% and a 385% increase in one-time donations, both with high levels of statistical confidence. This indicates that not only did more visitors donate, but they also contributed more in terms of monetary value.

Moving forward, these learnings should be used to inform future experimentation strategies. It is evident that adjusting the ask amount from $30 to a microask significantly impacted donor behavior in a positive way. Therefore, it would be beneficial to continue testing and optimizing donation asks to find the optimal balance between donor conversion rates and revenue generation. Additionally, considering other factors such as messaging, timing, and site placement in future experiments could further enhance donation outcomes.

Experiment Documented by NextAfter

Question about experiment #172224

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.