How simplifying the gift array affects donor conversion
Experiment ID: #2702
Heritage Action for America
Experiment Summary
Timeframe: 08/23/2016 - 09/02/2016
Heritage Action created a “Proud Conservative” window decal to offer as an incentive to donors. However, when they launched it, they didn’t see the kind of response they were expecting. They had quantified the gift array to show how many window decals the donor would receive for each amount. But they hypothesized that this might be suppressing conversion by making the transaction too complex.
They created a treatment with just the dollar amounts on the gift buttons. That way, the donor had to make one decision: “how much do I give?” without the additional decision of “how many decals do I want?”
Research Question
Will simplifying the gift array increase donor conversion?
Design
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Quantified Array | 0.71% | ||
| T1: | Open Array | 1.4% | 94.0% | 95.5% |
This experiment has a required sample size of 1,747 in order to be valid. Since the experiment had a total sample size of 3,764, 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
× 94.0% increase in conversion rate
× 0% increase in average gift
Key Learnings
The simplified gift array produced a 94% increase in donor conversion, as well as an increase in average gift. This was an important ripple effect to the learning—looking at the distribution of gifts, most people just wanted one decal, which led them to select the lowest option.
When the relationship between gift amount and the decals was removed, people were free to select their gift amount regardless of the number of decals they wanted, which proved to increase the average gift.