How Lowered Gift Array on Main Donate Impacts Conversion
Experiment ID: #154352
Reasons to Believe
Experiment Summary
Timeframe: 06/02/2023 - 07/03/2023
RTB’s Main Donate page displays a high to low gift, with $500 being the first option and the suggested low amount being $50. We hypothesized that reversing this, lowering it, and suggesting an amount of $25 will increase donor conversion.
Research Question
We believe that lowering the gift array and displaying it as low to high for users on the general donation page will achieve an increase in donor conversion because it lowers the “level of entry” for general users on the main donate page who might not be familiar with RTB..
Design
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 37.5% | $77.67 | ||
| T1: | Treatment | 31.5% | -16.1% | 68.0% | $143.86 |
This experiment has a required sample size of 474 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
Changing the gift array from high to low and suggesting a lower amount did not result in an increase in donor conversion. The treatment version of the experiment saw a 16.1% decrease in donations for all traffic, indicating that the control version performed better in terms of conversion.
However, the statistical level of confidence for the decrease in donations for all traffic is 68.0%, which is below the 85% threshold. This was not the expected result, since this performed well on a Premium donation page and was expected to perform just well if not better on a general page. This assumption was partly rooted in that typically general donation page might have more “new users” but in reality the traffic to this page shows that RTB still receives a lot of returning visitors.
More testing is needed in order to achieve a validated learning from this experiment.