The Impact on Donor Conversion of an Animated Heart on the Monthly Donate Tab
Experiment ID: #97699
FamilyLife
Experiment Summary
Timeframe: 06/16/2022 - 07/23/2022
FamilyLife is a Christian ministry serving families worldwide. For their main donation page, they use a tabbed donation form allowing visitors to select between a monthly and one-time gift. Based on testing with other organizations, we wanted to see the impact of testing an animated heart on the monthly giving tab that would “float” up when clicked.
Due to limitations with their donor platform’s integration with Google Analytics, we were not able to test the impact on monthly donor conversion, however we were able to test the impact on overall donor conversion (both onetime and monthly gifts). We split the traffic 50/50 and ran this for just over a month.
Research Question
We believe that adding an animated heart to the monthly donate tab on the main donation page will increase donor conversion.
Design
C: Control
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[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Floating_Heart-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Floating_Heart-300x134.jpg
[medium-width] => 300
[medium-height] => 134
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Floating_Heart.jpg
[medium_large-width] => 640
[medium_large-height] => 286
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Floating_Heart.jpg
[large-width] => 640
[large-height] => 286
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Floating_Heart.jpg
[1536x1536-width] => 686
[1536x1536-height] => 307
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Floating_Heart.jpg
[2048x2048-width] => 686
[2048x2048-height] => 307
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Floating_Heart-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Floating_Heart-600x600.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Floating_Heart-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Floating_Heart-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Floating_Heart-50x22.jpg
[admin-width] => 50
[admin-height] => 22
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Floating_Heart.jpg
[full-width] => 686
[full-height] => 307
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Floating_Heart-372x166.jpg
[thumb_372-width] => 372
[thumb_372-height] => 166
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Floating_Heart.jpg
[single_post_thumbnail-width] => 686
[single_post_thumbnail-height] => 307
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Floating_Heart-32x14.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 14
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Floating_Heart-48x21.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 21
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Floating_Heart-64x29.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 29
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Floating_Heart-128x57.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 57
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Floating_Heart-122x55.jpg
[thumb_122_67-width] => 122
[thumb_122_67-height] => 55
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Floating_Heart-153x68.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 68
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Floating_Heart-130x58.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 58
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Floating_Heart-232x104.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 104
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Floating_Heart-544x243.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 243
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Floating_Heart-271x121.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 121
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Floating_Heart-271x121.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 121
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Floating_Heart-272x122.jpg
[thumb_272_172-width] => 272
[thumb_272_172-height] => 122
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Floating_Heart-372x166.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 166
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Floating_Heart-372x166.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 166
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Floating_Heart-385x172.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 172
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Floating_Heart-416x186.jpg
[thumb_416_241-width] => 416
[thumb_416_241-height] => 186
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Floating_Heart-448x200.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 200
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Floating_Heart.jpg
[thumb_448_410_retina-width] => 686
[thumb_448_410_retina-height] => 307
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Floating_Heart-574x257.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 257
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Floating_Heart.jpg
[thumb_776_395-width] => 686
[thumb_776_395-height] => 307
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 20.0% | $0.00 | ||
| T1: | Floating Heart | 31.1% | 55.3% | 95.8% | $0.00 |
This experiment has a required sample size of 120 in order to be valid. Since the experiment had a total sample size of 252, 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
× 55.3% increase in conversion rate
× 0% increase in average gift
Key Learnings
While we were not able to see the impact on only recurring gifts, we did measure a statistically significant impact on conversion for all donations. This shows us that the addition of an animated heart increased the appeal of the overall donation page and drew attention to the form at the point of conversion.
We want to test this approach next on acquisition donation pages to see the impact on conversion for tat audience since new visitors converted so highly in this experiment.
Observations of the impact on other visitor segments in the experiment:
- Mobile visitors had a 94.1% increase in donations with an 89% level of confidence.
- New visitors had a 130.0% increase in donations with a 99% level of confidence..
- Tablet visitors had a 37.5% increase in donations with a 97% level of confidence.