How simplifying a gift array impacted lapsed donor reactivation rate
Experiment ID: #115262
Canadian Taxpayers Federation
Experiment Summary
Timeframe: 11/22/2022 - 12/12/2022
We were running a survey to an audience of lapsed donors and followed the survey with an instant donation page. In previous testing, we had found that asking for a $10 gift in the body of the email copy increased donor conversion rate. We were interested in testing this same concept at the donation page level and hypothesized that reducing the number of choices on the gift array to only ask for a $10 gift would increase conversion rate from these lapsed donors. We removed all choices other than “$10” and “Other” from the gift array and split traffic equally between the control and the treatment.
Research Question
We believe that isolating a $10 ask on the gift array for lapsed donor survey takers will achieve an increase in donor conversion.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 48650
[id] => 48650
[title] => Control.png
[filename] => Control-3855.png
[filesize] => 584152
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855.png
[link] => https://www.nextafter.com/experiments/how-simplifying-a-gift-array-impacted-lapsed-donor-reactivation-rate/attachment/control-png-4441/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-4441
[status] => inherit
[uploaded_to] => 48512
[date] => 2022-12-14 15:53:34
[modified] => 2022-12-14 15:53:34
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2160
[height] => 3588
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-181x300.png
[medium-width] => 181
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-768x1276.png
[medium_large-width] => 640
[medium_large-height] => 1063
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-616x1024.png
[large-width] => 616
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-925x1536.png
[1536x1536-width] => 925
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-1233x2048.png
[2048x2048-width] => 1233
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855.png
[tp-image-grid-width] => 421
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-30x50.png
[admin-width] => 30
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855.png
[full-width] => 2160
[full-height] => 3588
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-372x618.png
[thumb_372-width] => 372
[thumb_372-height] => 618
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-376x625.png
[single_post_thumbnail-width] => 376
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-19x32.png
[thumb_32_32-width] => 19
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-29x48.png
[thumb_48_48-width] => 29
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-39x64.png
[thumb_64_64-width] => 39
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-77x128.png
[thumb_128_128-width] => 77
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-40x67.png
[thumb_122_67-width] => 40
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-92x153.png
[thumb_153_153-width] => 92
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-98x163.png
[thumb_130_163-width] => 98
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-107x177.png
[thumb_232_177-width] => 107
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-391x650.png
[thumb_272_325-width] => 391
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-208x346.png
[thumb_271_346-width] => 208
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-163x271.png
[thumb_271_271-width] => 163
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-104x172.png
[thumb_272_172-width] => 104
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-278x461.png
[thumb_372_461-width] => 278
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-301x500.png
[thumb_372_500-width] => 301
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-163x270.png
[thumb_385_270-width] => 163
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-145x241.png
[thumb_416_241-width] => 145
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-247x410.png
[thumb_448_410-width] => 247
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-494x820.png
[thumb_448_410_retina-width] => 494
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-230x382.png
[thumb_574_382-width] => 230
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-238x395.png
[thumb_776_395-width] => 238
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 48654
[id] => 48654
[title] => only_$10.png
[filename] => only_10-6.png
[filesize] => 556071
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6.png
[link] => https://www.nextafter.com/experiments/how-simplifying-a-gift-array-impacted-lapsed-donor-reactivation-rate/attachment/only_10-png-9/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => only_10-png-9
[status] => inherit
[uploaded_to] => 48512
[date] => 2022-12-14 15:54:15
[modified] => 2022-12-14 15:54:15
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2162
[height] => 3583
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-181x300.png
[medium-width] => 181
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-768x1273.png
[medium_large-width] => 640
[medium_large-height] => 1061
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-618x1024.png
[large-width] => 618
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-927x1536.png
[1536x1536-width] => 927
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-1236x2048.png
[2048x2048-width] => 1236
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6.png
[tp-image-grid-width] => 422
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-30x50.png
[admin-width] => 30
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6.png
[full-width] => 2162
[full-height] => 3583
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-372x617.png
[thumb_372-width] => 372
[thumb_372-height] => 617
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-377x625.png
[single_post_thumbnail-width] => 377
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-19x32.png
[thumb_32_32-width] => 19
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-29x48.png
[thumb_48_48-width] => 29
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-39x64.png
[thumb_64_64-width] => 39
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-77x128.png
[thumb_128_128-width] => 77
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-40x67.png
[thumb_122_67-width] => 40
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-92x153.png
[thumb_153_153-width] => 92
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-98x163.png
[thumb_130_163-width] => 98
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-107x177.png
[thumb_232_177-width] => 107
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-392x650.png
[thumb_272_325-width] => 392
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-209x346.png
[thumb_271_346-width] => 209
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-164x271.png
[thumb_271_271-width] => 164
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-104x172.png
[thumb_272_172-width] => 104
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-278x461.png
[thumb_372_461-width] => 278
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-302x500.png
[thumb_372_500-width] => 302
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-163x270.png
[thumb_385_270-width] => 163
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-145x241.png
[thumb_416_241-width] => 145
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-247x410.png
[thumb_448_410-width] => 247
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-495x820.png
[thumb_448_410_retina-width] => 495
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-231x382.png
[thumb_574_382-width] => 231
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-238x395.png
[thumb_776_395-width] => 238
[thumb_776_395-height] => 395
) ) )
T1: only $10
Array
(
[0] => Array
(
[ID] => 48650
[id] => 48650
[title] => Control.png
[filename] => Control-3855.png
[filesize] => 584152
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855.png
[link] => https://www.nextafter.com/experiments/how-simplifying-a-gift-array-impacted-lapsed-donor-reactivation-rate/attachment/control-png-4441/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-4441
[status] => inherit
[uploaded_to] => 48512
[date] => 2022-12-14 15:53:34
[modified] => 2022-12-14 15:53:34
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2160
[height] => 3588
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-181x300.png
[medium-width] => 181
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-768x1276.png
[medium_large-width] => 640
[medium_large-height] => 1063
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-616x1024.png
[large-width] => 616
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-925x1536.png
[1536x1536-width] => 925
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-1233x2048.png
[2048x2048-width] => 1233
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855.png
[tp-image-grid-width] => 421
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-30x50.png
[admin-width] => 30
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855.png
[full-width] => 2160
[full-height] => 3588
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-372x618.png
[thumb_372-width] => 372
[thumb_372-height] => 618
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-376x625.png
[single_post_thumbnail-width] => 376
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-19x32.png
[thumb_32_32-width] => 19
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-29x48.png
[thumb_48_48-width] => 29
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-39x64.png
[thumb_64_64-width] => 39
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-77x128.png
[thumb_128_128-width] => 77
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-40x67.png
[thumb_122_67-width] => 40
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-92x153.png
[thumb_153_153-width] => 92
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-98x163.png
[thumb_130_163-width] => 98
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-107x177.png
[thumb_232_177-width] => 107
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-391x650.png
[thumb_272_325-width] => 391
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-208x346.png
[thumb_271_346-width] => 208
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-163x271.png
[thumb_271_271-width] => 163
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-104x172.png
[thumb_272_172-width] => 104
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-278x461.png
[thumb_372_461-width] => 278
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-301x500.png
[thumb_372_500-width] => 301
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-163x270.png
[thumb_385_270-width] => 163
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-145x241.png
[thumb_416_241-width] => 145
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-247x410.png
[thumb_448_410-width] => 247
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-494x820.png
[thumb_448_410_retina-width] => 494
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-230x382.png
[thumb_574_382-width] => 230
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-3855-238x395.png
[thumb_776_395-width] => 238
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 48654
[id] => 48654
[title] => only_$10.png
[filename] => only_10-6.png
[filesize] => 556071
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6.png
[link] => https://www.nextafter.com/experiments/how-simplifying-a-gift-array-impacted-lapsed-donor-reactivation-rate/attachment/only_10-png-9/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => only_10-png-9
[status] => inherit
[uploaded_to] => 48512
[date] => 2022-12-14 15:54:15
[modified] => 2022-12-14 15:54:15
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2162
[height] => 3583
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-181x300.png
[medium-width] => 181
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-768x1273.png
[medium_large-width] => 640
[medium_large-height] => 1061
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-618x1024.png
[large-width] => 618
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-927x1536.png
[1536x1536-width] => 927
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-1236x2048.png
[2048x2048-width] => 1236
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6.png
[tp-image-grid-width] => 422
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-30x50.png
[admin-width] => 30
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6.png
[full-width] => 2162
[full-height] => 3583
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-372x617.png
[thumb_372-width] => 372
[thumb_372-height] => 617
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-377x625.png
[single_post_thumbnail-width] => 377
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-19x32.png
[thumb_32_32-width] => 19
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-29x48.png
[thumb_48_48-width] => 29
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-39x64.png
[thumb_64_64-width] => 39
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-77x128.png
[thumb_128_128-width] => 77
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-40x67.png
[thumb_122_67-width] => 40
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-92x153.png
[thumb_153_153-width] => 92
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-98x163.png
[thumb_130_163-width] => 98
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-107x177.png
[thumb_232_177-width] => 107
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-392x650.png
[thumb_272_325-width] => 392
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-209x346.png
[thumb_271_346-width] => 209
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-164x271.png
[thumb_271_271-width] => 164
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-104x172.png
[thumb_272_172-width] => 104
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-278x461.png
[thumb_372_461-width] => 278
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-302x500.png
[thumb_372_500-width] => 302
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-163x270.png
[thumb_385_270-width] => 163
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-145x241.png
[thumb_416_241-width] => 145
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-247x410.png
[thumb_448_410-width] => 247
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-495x820.png
[thumb_448_410_retina-width] => 495
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-231x382.png
[thumb_574_382-width] => 231
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/only_10-6-238x395.png
[thumb_776_395-width] => 238
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 13.9% | $0.00 | ||
| T1: | only $10 | 25.0% | 79.8% | 99.6% | $0.00 |
This experiment has a required sample size of 99 in order to be valid. Since the experiment had a total sample size of 407, 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
× 79.8% increase in conversion rate
× 0% increase in average gift
Key Learnings
What we observed after running the experiment for 2 1/2 weeks was that there was a 79.8% increase in conversion rate with 99.5% level of confidence. We believe this is due to the reduced friction in the treatment experience where the donor did not have to pause and decide on an amount to give they could just decide “Do I want to give $10? Yes or no?” and continue their cognitive momentum from answering questions on the survey. We made the choice simple, reducing the perceived barrier in the decision-making process. While this treatment produced a better response in reactivating lapsed donors, in future testing we would like to test how this might impact new donor conversion as well. We also want to test increased gift amounts (such as $15 or $20) on the single gift array option to identify if it is the single choice or the lower amount that impacts results.