The Heritage Foundation

How live chat on a donation page affects revenue

Experiment ID: #817

The Heritage Foundation

Experiment Summary

Timeframe: 01/05/2015 - 02/04/2015

The Heritage Foundation tested a Live Chat feature on their donation page as a way to boost engagement with the potential donors. The audience was split between existing members and nonmembers in order to monitor how it affected each audience.  The results below are for nonmembers only.

Research Question

How does live chat affect donation conversion rate and average gift amount?

Design

C: No Live Chat
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T1: Live Chat
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Results

 Treatment NameRevenue per VisitorRelative DifferenceConfidenceAverage Gift
C: No Live Chat $2.82$57.60
T1: Live Chat $3.3618.9% 88.0%$70.06

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 segment targeted at existing donors showed no significant difference between the segment of visitors seeing live chat and those not seeing it.  For new donors, the live chat dropped the conversion rate slightly but was able to increase the average gift by 21.6%.  While it is not statistically significant, this test directionally indicates that live chat can increase the average gift.  Further testing would be necessary to validate this hypothesis.


Experiment Documented by Tim Kachuriak
Tim Kachuriak is Chief Innovation and Optimization Officer of NextAfter.

Question about experiment #817

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.