How a radical redesign and donation bracketing affects revenue
Experiment ID: #16196
Jerusalem Prayer Team
Experiment Summary
Ended On: 05/29/2019
Jerusalem Prayer Team had a successful micro-donation acquisition campaign to raise money to feed Holocaust survivors. However, they wanted to see if they could increase conversion or revenue through additional landing page testing. They created a treatment that centered the value proposition at the top, included a picture of a Holocaust survivor, put the copy on a white background for more legible reading, and then reoriented the gift array. Previously, the gift array offered $3 and $90, with a pre-filled $30 ask in the open field. The treatment page offered the $3 gift, along with a $45 gift and a $90 gift. The hypothesis was that the landing page elements would increase conversion and the bracketing might increase average gift. They launched an A/B test to determine a winner.
Research Question
How will a radical redesign and donation bracketing affects revenue?
Design
C: Control
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T1: Radical Redesign & Bracketing
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Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $3.91 | $23.28 | ||
| T1: | Radical Redesign & Bracketing | $7.02 | 79.8% | 79.8% | $39.04 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was not met so these experiment results are not valid.
Key Learnings
The treatment produced a 67% increase in revenue that had a valid level of confidence, though with the small overall sample size of donors, this was not fully valid. This showed that the page elements did not, in fact, increase conversion, but that the bracketing did increase the average gift enough to validate the separation between the control and the treatment.