How matching a proven demand generator with an optimized donation page affects donor conversion
Experiment ID: #6536
Compassion International
Experiment Summary
Timeframe: 07/26/2018 - 08/14/2018
Compassion International had run an experiment that showed that an animated homepage banner on desktop increased the number of people who started a search to find their “birthday match”. However, when this experiment was run, the birthday conversion process (after the first form) was not optimized. Previous testing on the birthday conversion process showed that reducing the number of children shown after the search and contextualizing the landing page produced a large increase in conversion. They wanted to join the two experiment results together, and test the animated banner moving website visitors into the optimized conversion flow.
Research Question
Will an animated homepage banner combined with an optimized conversion process result in a full-funnel increase in child sponsorships?
Design
C: Original
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Original | 1.4% | ||
| T1: | Variation #1 | 1.7% | 19.6% | 96.1% |
This experiment has a required sample size of 15,203 in order to be valid. Since the experiment had a total sample size of 33,880, 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
× 19.6% increase in conversion rate
× 0% increase in average gift
Key Learnings
The original experiment for the animated banner increased birthday searches by 11.4%, but had no impact on downstream conversion. The optimized conversion process had lifted child sponsorship conversion by 14.4%. Combining these two produced a 19.6% aggregate increase in conversion rate, which showed that more traffic through an optimized funnel had a significant impact on total sponsorships.
This test produces the question: how can we get more people into the birthday search conversion funnel?