How a sliding bar on a campaign donation page allowing donors to adjust their impact influences conversion rate and revenue
Experiment ID: #193763
International Mission Board
Experiment Summary
Ended On: 12/09/2024
IMB is running a direct ask offer where people can give to fund Bibles, but we wanted to increase the tangibility and clarity of the donor’s impact on the campaign’s donation page. 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 rate 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 | 1.6% | ||
| T1: | Treatment #1 | 1.0% | -35.8% | 93.8% |
This experiment has a required sample size of 2,978 in order to be valid. Since the experiment had a total sample size of 5,375, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The key learning from this experiment is that the dynamically changing slider for donors to select the level of their impact did not increase donor conversion rate as hypothesized. In fact, the treatment group experienced a 35.8% decrease in donations compared to the control group.
While the results are approaching validity, with a statistical level of confidence of 93.8%, further testing would be necessary to confirm these findings.
In future experimentation, it is important to carefully consider the impact of any changes made to the donation page. It may be beneficial to conduct more qualitative research or user testing before implementing a new feature to ensure it resonates with donors and effectively communicates the impact of their contribution. Additionally, testing smaller changes or variations of the dynamically changing slider could help pinpoint what specifically led to the decrease in donations in this experiment.