How reducing the number of options in a gift array impacts revenue
Experiment ID: #146386
The Navigators
Experiment Summary
Timeframe: 04/24/2023 - 05/12/2023
For Navigators’ Eagle Lake campaign, much of the language and copy focused on how a gift helps send kids to camp. The donation page called out the amount of $150 specifically, as what’s needed to send one child to camp this year. The Navigators hypothesized that by eliminating the number of choices in the gift array to either the $150 amount or $75 (while still keeping an option for other) would increase the average gift.
Research Question
We believe that updating the gift array to match the copy callouts for Eagle Lake supporters will achieve an increase in gifts because you eliminate the friction of multiple-choice and better highlight the $150 amount called out in the page copy.
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Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $37.71 | $98.53 | ||
| T1: | Two-Option Gift Array | $30.55 | -19.0% | 86.2% | $78.14 |
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
This experiment resulted in a 4% increase in donor conversion rate with a level of confidence of 29%. This means that the reduced number of options in the gift array had virtually no impact in people’s motivation to give or not. The treatment version of the page, which only had options for $75 and $150, resulted in a 19.0% directional decrease in revenue with a level of confidence of 86%. Our hypothesis is that because the control version that included $25 and $300, there were people who were inclined to give the larger amount when presented the option.
In future experimentation, it may be beneficial to test the impact of different copy callouts and messaging on the donation page or how the gift array is presented from a design standpoint (having a preselected amount).