How a gift array with extended description affects conversion rate
Experiment ID: #21589
Compassion International
Experiment Summary
Ended On: 07/07/2020
Compassion International was running a campaign to ask existing sponsors to make an additional gift to help their fellow sponsors keep their children during the economic hardship caused by the COVID-19 pandemic. They had already learned that the value proposition of “helping a sponsor” versus “helping a child” was more impactful to conversion. However, they wondered if the suggested amount of $114 (which covers three months of sponsorship) was too nebulous and random for the visitor. They created a gift array that still suggested $114, but added a line of copy that explained that “$114 covers three months of sponsorship for a fellow sponsor”. Then, the array offered $74 (two months) and $38 (one month). They hypothesized that the array would help the prospective donor understand the reasoning behind the gift amount meant and make them more likely to convert. They launched an A/B test to determine a winner.
Research Question
How will a gift array with extended description affect conversion rate?
Design
C: Open Field
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[thumb_448_410-width] => 389
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[thumb_448_410_retina-width] => 777
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[thumb_574_382-width] => 362
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[thumb_776_395-width] => 374
[thumb_776_395-height] => 395
) ) [1] => Array
(
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[filesize] => 0
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[link] => https://www.nextafter.com/experiments/how-a-gift-array-with-extended-description-affects-conversion-rate/attachment/array_with_descriptions-4-scaled-1-jpg/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => array_with_descriptions-4-scaled-1-jpg
[status] => inherit
[uploaded_to] => 17205
[date] => 2021-02-25 12:39:22
[modified] => 2021-02-25 12:39:22
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[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
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[height] => 2560
[sizes] => Array
(
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[thumb_448_410-width] => 366
[thumb_448_410-height] => 410
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[thumb_448_410_retina-width] => 733
[thumb_448_410_retina-height] => 820
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[thumb_574_382-width] => 341
[thumb_574_382-height] => 382
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[thumb_776_395-width] => 353
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Open Field | 7.2% | ||
| T1: | Array with descriptions | 6.7% | -7.3% | 30.9% |
This experiment has a required sample size of 18,068 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
The treatment, with the gift array and additional descriptions, produced a 7.3% decrease with no statistical level of confidence. This ultimately means that the array was ineffective at moving conversion at all.