How narrowing donation options from multiple to one affects donation revenue
Experiment ID: #9699
The Missionary Oblates of Mary Immaculate
Experiment Summary
Timeframe: 10/30/2018 - 12/14/2018
The Missionary Oblates have a place on their website that allows people to submit a prayer request. After submitting their request, they are taken to a page with a donate button, along with 6 other options for premiums. They wanted to test the effectiveness of narrowing the 7 options down to just one- a donate request, with added value proposition copy to support their donation.
Research Question
Does narrowing purchase options to one donation opportunity instead of 7 increase likelihood to give, and increase revenue from donations?
Design
C: Control
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 2.3% | $0.00 | ||
| T1: | Only donate | 0.88% | -62.4% | 100.0% | $0.00 |
This experiment has a required sample size of 566 in order to be valid. Since the experiment had a total sample size of 6,472, 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
× 62.4% decrease in conversion rate
× 0% increase in average gift
Key Learnings
This test led to a decrease in overall conversion, but a higher average gift. This can be attributed to the additional value proposition that was added to the page. We are looking into whether the control donations or product purchases can be isolated. This would then tell us which version motivated more donors rather than product purchasers.