How language change and a consideration loop affect donor revenue
Experiment ID: #19100
Compassion International
Experiment Summary
Ended On: 08/02/2019
Compassion International had a donation flow on their Meet Critical Needs page that sent people directly into their shopping cart after they selected a fund to give to. They wanted to test two different changes with one experiment. First, they wanted to test the “Donate Now” language on the buttons. They hypothesized that “add” would subtly suggest that the donation wasn’t final, and could possibly be one of many. Second, they wanted to test a structural change to the donation flow. Instead of sending them directly to the cart, they instead instituted a modal popup or “consideration loop” that gave them the option to select more gifts before proceeding to check out. They launched an experiment to determine the impact of this.
Research Question
How will button copy and a “consideration loop” affect donations and revenue?
Design
C: Donate Now
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) ) )
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Donate Now | $43.15 | $182.84 | ||
| T1: | Add to Cart | $70.42 | 63.2% | 99.6% | $271.53 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was met so these 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
× 9.9% increase in conversion rate
× 48.5% increase in average gift
63.2% increase in revenue
Key Learnings
While the direct attribution is unclear since there were multiple variables, the combination of the button language and the “consideration loop” produced a 63.2% increase in revenue through the combination of an increase in conversion rate and an increase in average gift, due to more people adding additional funds to their cart.
This experiment has implications for other areas of Compassion.com where a similar consideration loop could be applied, particularly the main donation page and the Christmas Gift Catalog.