How the amount you ask for impacts recurring donor conversion and overall revenue during year-end
Experiment ID: #9803
Focus on the Family
Experiment Summary
Timeframe: 12/04/2018 - 01/08/2019
Focus on the Family has found great success with their recurring gift pop-up feature on their donation pages. This feature presents people with the option of changing their one-time gift into a recurring gift right before their gift is process. The feature is a pop-up that has value proposition on it for why they should become a recurring donor and lowers the gift amount to be 60% of what their original one-time gift was. A person would either click, “No, make my original gift” or “Yes, make my gift recurring”. We hypothesized that decreasing the gift amount to be 25% of what their original gift was might increase the number of people willing to becoming a recurring donor.
Research Question
Can we increase the number of pledgers without impacting overall revenue?
Design
C: 60%
Array
(
[0] => Array
(
[ID] => 54525
[id] => 54525
[title] => 60%.jpg
[filename] => 60-3.jpg
[filesize] => 52007
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3.jpg
[link] => https://www.nextafter.com/experiments/how-the-amount-you-ask-for-impacts-recurring-donor-conversion-and-overall-revenue/attachment/60-jpg-15/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => 60-jpg-15
[status] => inherit
[uploaded_to] => 15673
[date] => 2023-09-12 14:19:07
[modified] => 2023-09-12 14:19:07
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 672
[height] => 342
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-300x153.jpg
[medium-width] => 300
[medium-height] => 153
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3.jpg
[medium_large-width] => 640
[medium_large-height] => 326
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3.jpg
[large-width] => 640
[large-height] => 326
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3.jpg
[1536x1536-width] => 672
[1536x1536-height] => 342
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3.jpg
[2048x2048-width] => 672
[2048x2048-height] => 342
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-600x342.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 342
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-600x342.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 342
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3.jpg
[tp-image-grid-width] => 672
[tp-image-grid-height] => 342
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-50x25.jpg
[admin-width] => 50
[admin-height] => 25
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3.jpg
[full-width] => 672
[full-height] => 342
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-372x189.jpg
[thumb_372-width] => 372
[thumb_372-height] => 189
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3.jpg
[single_post_thumbnail-width] => 672
[single_post_thumbnail-height] => 342
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-32x16.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 16
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-48x24.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 24
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-64x33.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 33
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-128x65.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 65
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-122x62.jpg
[thumb_122_67-width] => 122
[thumb_122_67-height] => 62
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-153x78.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 78
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-130x66.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 66
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-232x118.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 118
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-544x277.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 277
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-271x138.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 138
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-271x138.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 138
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-272x138.jpg
[thumb_272_172-width] => 272
[thumb_272_172-height] => 138
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-372x189.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 189
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-372x189.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 189
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-385x196.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 196
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-416x212.jpg
[thumb_416_241-width] => 416
[thumb_416_241-height] => 212
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-448x228.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 228
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3.jpg
[thumb_448_410_retina-width] => 672
[thumb_448_410_retina-height] => 342
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-574x292.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 292
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3.jpg
[thumb_776_395-width] => 672
[thumb_776_395-height] => 342
) ) [1] => Array
(
[ID] => 54526
[id] => 54526
[title] => 25%.jpg
[filename] => 25-3.jpg
[filesize] => 52007
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3.jpg
[link] => https://www.nextafter.com/experiments/how-the-amount-you-ask-for-impacts-recurring-donor-conversion-and-overall-revenue/attachment/25-jpg-15/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => 25-jpg-15
[status] => inherit
[uploaded_to] => 15673
[date] => 2023-09-12 14:19:09
[modified] => 2023-09-12 14:19:09
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 672
[height] => 342
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-300x153.jpg
[medium-width] => 300
[medium-height] => 153
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3.jpg
[medium_large-width] => 640
[medium_large-height] => 326
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3.jpg
[large-width] => 640
[large-height] => 326
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3.jpg
[1536x1536-width] => 672
[1536x1536-height] => 342
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3.jpg
[2048x2048-width] => 672
[2048x2048-height] => 342
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-600x342.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 342
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-600x342.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 342
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3.jpg
[tp-image-grid-width] => 672
[tp-image-grid-height] => 342
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-50x25.jpg
[admin-width] => 50
[admin-height] => 25
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3.jpg
[full-width] => 672
[full-height] => 342
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-372x189.jpg
[thumb_372-width] => 372
[thumb_372-height] => 189
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3.jpg
[single_post_thumbnail-width] => 672
[single_post_thumbnail-height] => 342
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-32x16.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 16
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-48x24.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 24
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-64x33.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 33
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-128x65.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 65
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-122x62.jpg
[thumb_122_67-width] => 122
[thumb_122_67-height] => 62
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-153x78.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 78
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-130x66.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 66
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-232x118.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 118
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-544x277.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 277
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-271x138.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 138
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-271x138.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 138
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-272x138.jpg
[thumb_272_172-width] => 272
[thumb_272_172-height] => 138
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-372x189.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 189
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-372x189.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 189
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-385x196.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 196
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-416x212.jpg
[thumb_416_241-width] => 416
[thumb_416_241-height] => 212
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-448x228.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 228
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3.jpg
[thumb_448_410_retina-width] => 672
[thumb_448_410_retina-height] => 342
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-574x292.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 292
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3.jpg
[thumb_776_395-width] => 672
[thumb_776_395-height] => 342
) ) )
T1: 25%
Array
(
[0] => Array
(
[ID] => 54525
[id] => 54525
[title] => 60%.jpg
[filename] => 60-3.jpg
[filesize] => 52007
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3.jpg
[link] => https://www.nextafter.com/experiments/how-the-amount-you-ask-for-impacts-recurring-donor-conversion-and-overall-revenue/attachment/60-jpg-15/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => 60-jpg-15
[status] => inherit
[uploaded_to] => 15673
[date] => 2023-09-12 14:19:07
[modified] => 2023-09-12 14:19:07
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 672
[height] => 342
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-300x153.jpg
[medium-width] => 300
[medium-height] => 153
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3.jpg
[medium_large-width] => 640
[medium_large-height] => 326
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3.jpg
[large-width] => 640
[large-height] => 326
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3.jpg
[1536x1536-width] => 672
[1536x1536-height] => 342
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3.jpg
[2048x2048-width] => 672
[2048x2048-height] => 342
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-600x342.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 342
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-600x342.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 342
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3.jpg
[tp-image-grid-width] => 672
[tp-image-grid-height] => 342
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-50x25.jpg
[admin-width] => 50
[admin-height] => 25
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3.jpg
[full-width] => 672
[full-height] => 342
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-372x189.jpg
[thumb_372-width] => 372
[thumb_372-height] => 189
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3.jpg
[single_post_thumbnail-width] => 672
[single_post_thumbnail-height] => 342
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-32x16.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 16
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-48x24.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 24
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-64x33.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 33
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-128x65.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 65
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-122x62.jpg
[thumb_122_67-width] => 122
[thumb_122_67-height] => 62
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-153x78.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 78
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-130x66.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 66
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-232x118.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 118
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-544x277.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 277
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-271x138.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 138
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-271x138.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 138
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-272x138.jpg
[thumb_272_172-width] => 272
[thumb_272_172-height] => 138
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-372x189.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 189
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-372x189.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 189
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-385x196.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 196
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-416x212.jpg
[thumb_416_241-width] => 416
[thumb_416_241-height] => 212
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-448x228.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 228
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3.jpg
[thumb_448_410_retina-width] => 672
[thumb_448_410_retina-height] => 342
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3-574x292.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 292
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/60-3.jpg
[thumb_776_395-width] => 672
[thumb_776_395-height] => 342
) ) [1] => Array
(
[ID] => 54526
[id] => 54526
[title] => 25%.jpg
[filename] => 25-3.jpg
[filesize] => 52007
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3.jpg
[link] => https://www.nextafter.com/experiments/how-the-amount-you-ask-for-impacts-recurring-donor-conversion-and-overall-revenue/attachment/25-jpg-15/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => 25-jpg-15
[status] => inherit
[uploaded_to] => 15673
[date] => 2023-09-12 14:19:09
[modified] => 2023-09-12 14:19:09
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 672
[height] => 342
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-300x153.jpg
[medium-width] => 300
[medium-height] => 153
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3.jpg
[medium_large-width] => 640
[medium_large-height] => 326
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3.jpg
[large-width] => 640
[large-height] => 326
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3.jpg
[1536x1536-width] => 672
[1536x1536-height] => 342
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3.jpg
[2048x2048-width] => 672
[2048x2048-height] => 342
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-600x342.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 342
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-600x342.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 342
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3.jpg
[tp-image-grid-width] => 672
[tp-image-grid-height] => 342
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-50x25.jpg
[admin-width] => 50
[admin-height] => 25
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3.jpg
[full-width] => 672
[full-height] => 342
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-372x189.jpg
[thumb_372-width] => 372
[thumb_372-height] => 189
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3.jpg
[single_post_thumbnail-width] => 672
[single_post_thumbnail-height] => 342
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-32x16.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 16
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-48x24.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 24
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-64x33.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 33
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-128x65.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 65
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-122x62.jpg
[thumb_122_67-width] => 122
[thumb_122_67-height] => 62
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-153x78.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 78
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-130x66.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 66
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-232x118.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 118
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-544x277.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 277
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-271x138.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 138
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-271x138.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 138
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-272x138.jpg
[thumb_272_172-width] => 272
[thumb_272_172-height] => 138
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-372x189.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 189
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-372x189.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 189
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-385x196.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 196
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-416x212.jpg
[thumb_416_241-width] => 416
[thumb_416_241-height] => 212
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-448x228.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 228
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3.jpg
[thumb_448_410_retina-width] => 672
[thumb_448_410_retina-height] => 342
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3-574x292.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 292
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/25-3.jpg
[thumb_776_395-width] => 672
[thumb_776_395-height] => 342
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | 60% | 0.26% | $0.00 | ||
| T1: | 25% | 0.35% | 31.8% | 99.9% | $0.00 |
This experiment has a required sample size of 33,198 in order to be valid. Since the experiment had a total sample size of 208,928, 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
× 31.8% increase in conversion rate
× 0% increase in average gift
Key Learnings
By decreasing the gift amount on the recurring gift pop-up to be 25% of what their original gift was instead of 60%, we were able to increase recurring donors by 32%. However, since we are trying to improve recurring revenue, it is important to take into account the downstream impact of asking for a lower dollar amount. We also need to take into account that not every donor would have experienced this experiment since the minimum ask amount was $10.
When we analyze the gifts of those that would have been impacted by the experiment (gifts greater than $15), we find that the average gift of the control (60% of the original gift amount) was $87.78. The average gift of the treatment (25% of the original gift amount) was $85.61. Knowing that the average gift of the treatment was only 2.5% lower than the control, this means that the ask of 25% the original value would result in both more recurring donors and increased revenue (despite asking for a lower gift).
However, since this was run during the year end giving season, we are going to relaunch this experiment to see if we can re-validate this experiment without the year end urgency.