How an “Abandoned Cart” Pop-Up onsite Impacts Monthly Giving
NPH USA
Experiment Summary
Timeframe: 05/07/2024 - 05/20/2024
To increase conversion on NPH’s main donation page, we hypothesized that an abandoned cart pop-up would help recapture donors who had arrived on the main donate, started making a gift, but abandoned the process for one reason or another. If the user navigated to a different portion of the site, or simply X’d out and returned at a later time, they would receive a prompt that asked them to finish making their donation. The pop-up was set to dynamically pull the gift amount the user had previously selected as well as the frequency, allowing them to resume where they had left off.
Research Question
We believe that an abandoned cart pop-up for users who had begun making a gift on the main donation page but abandoned the process will achieve an increase in donor conversion rate because it will help recapture traffic that would have otherwise left their gift incomplete.
Design
C: Control
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T1: Abandoned Cart Pop-Up
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.00% | ||
| T1: | Abandoned Cart Pop-Up | 0.31% | 100.0% | 95.5% |
This experiment has a required sample size of 1,205 in order to be valid. Since the experiment had a total sample size of 2,578, 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
× 100.0% increase in conversion rate
× 21.1% increase in average gift
142.2% increase in revenue
Key Learnings
The key learning from this experiment is that implementing an abandoned cart pop-up for users who had started making a gift on the main donation page but abandoned the process resulted in an increase in Recurring Donation for All Traffic. This increase was statistically significant at a 97.5% confidence level, indicating that the treatment was effective in recapturing potential donors and encouraging them to complete their donation.
Although the control and treatment had a similar donor conversion rate when considering transactions overall, this experiment reveals that it was most impactful at recapturing recurring donations that would’ve otherwise been lost. There are many things to consider when making a monthly commitment. A user may have to reflect on what their budget allows them to commit to each month or the best day of the month for it to come out. It’s likely that any of these could be why users were originally abandoning the monthly donation before committing. Have that reinforced with a pop-up and made simple by carrying over the original amount and frequency was the prompt they needed to complete the transaction.