How a dynamic impact callout beneath the gift array affects donor conversion
Experiment ID: #192793
Reasons to Believe
Experiment Summary
Timeframe: 11/07/2024 - 11/18/2024
For Reason to Believe’s premium offers, we hypothesized that a dynamic callout line beneath the gift array, one that demonstrated the donor’s impact based on their selected gift amount, would increase the average gift.
Research Question
We believe that a dynamic impact array for users on premium donation pages will achieve an increase in average gift and donor conversion because it encourages greater interaction with the array and helps the reader see their gift’s tangible impact.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 3.3% | $7.83 | ||
| T1: | Treatment 1 | 8.7% | 162.3% | 97.1% | $33.81 |
This experiment has a required sample size of 150 in order to be valid. Since the experiment had a total sample size of 365, 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
× 162.3% increase in conversion rate
× 331.6% increase in average gift
1,032.3% increase in revenue
Key Learnings
The key learnings from this experiment are:
1. The addition of a dynamic impact array beneath the gift options led to a significant increase in Transactions, with a 162.3% increase for All Traffic. This indicates that the dynamic callout line effectively encouraged greater interaction with the array and helped donors see the tangible impact of their contributions.
2. Revenue also experienced a substantial increase of 168% with a 98% level of confidence. This suggests that the dynamic impact array not only increased the number of transactions but also had a positive impact on the average gift amount.
Although on closer inspection, it’s clear that the spike in average gift is due to a larger outlier gift – it is worth still worth noting that no gift surpassed $50 in the control whereas the outlier gift was coupled with multiple gifts between 25 and 50 rather than the typical $10 average gift.
Moving forward, we should continue to consider how the gift array itself can be leveraged alongside this impact statement for the greatest results in terms of improving the average gift.