How a higher gift array affects donor conversion
Experiment ID: #10920
CaringBridge
Experiment Summary
Timeframe: 03/05/2019 - 03/14/2019
CaringBridge had used a giving infrastructure that had separate mobile and desktop donation pages. As a result, certain optimizations had not been rolled out to both experiences, resulting in slight differences between the two pages. In previous tests, CaringBridge had “unified” the copy on the page by testing out of all negative impact.
However, the mobile version still had another gift array that started at $25, unlike the others that started at $50. As their final “unification” test, CaringBridge wanted to test the $50 array that was found everywhere else to make sure there was no impact on revenue.
The control had an array of $25, $50, $100, $250. They launched a treatment with the array found on the other pages: $50, $100, $250, Other.
Research Question
How will a gift array with higher values affect conversion?
Design
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 8.0% | $0.00 | ||
| T1: | $50 array start | 8.3% | 3.9% | 42.1% | $0.00 |
This experiment has a required sample size of 58,914 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 more than 700 transactions, the new gift array had no significant difference in conversions, which gave CaringBridge the all-clear to launch the unified experience. This process, though it took time, is the proof-positive way to launch new experiences. CaringBridge could have easily just launched the same copy and donation array everywhere, but there could have been serious ramifications in revenue. This series of unification tests shows that there was no risk at all.