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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Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift |
---|
C: | No Live Chat | $2.82 | | | $57.60 |
T1: | Live Chat | $3.36 | 18.9% | 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.