How a sliding bar on a campaign donation page allowing donors to adjust their impact influences donor conversion during a high urgency campaign
Experiment Summary
Timeframe: 10/25/2024 - 10/25/2024
During this organization’s Fall recurring campaign, we wanted to increase the tangibility and clarity of the donor’s impact on the campaign’s donation page. The page already highlighted the number of people that would be reached with a donor’s gift. However, we hypothesized that allowing the donors to drag a slider that dynamically changes the number of people reached would increase the clarity of the offer when compared with the current experience.
We used VWO to create a graphical, interactive slider on the page that dynamically changed the gift amount and the corresponding number of people the gift would reach. We split traffic 50/50, and all campaign sources were directed to the test.
Research Question
We believe that allowing donors to select the level of their impact dynamically will increase donor conversion during a high-urgency campaign by increasing the perceived clarity and appeal of the donation page.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 5.9% | ||
| T1: | Treatment #1 | 8.0% | 37.4% | 97.6% |
This experiment has a required sample size of 1,031 in order to be valid. Since the experiment had a total sample size of 2,776, 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
× 37.4% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learning from this experiment is that allowing donors to select the level of their impact dynamically increased donor conversion significantly during a high-urgency campaign. The treatment resulted in a 37.4% increase in donations for all traffic with a high level of statistical confidence at 97.6%.
Additionally, we increased recurring gifts on the page by 33% at a 90% level of confidence.
We are next going to test this approach on their acquisition offer pages to see what impact the urgency of the campaign had on the results of this experiment.