How the minimum gift amount asked on a recurring pop-up impacts overall revenue
Experiment ID: #24196
Focus on the Family
Experiment Summary
Timeframe: 10/05/2019 - 10/29/2019
Focus on the Family had seen significant success acquiring new recurring donors through the popup recurring gift ask. The popup was a window that would appear, prior to a gift being processed, that asked the donor to convert their one-time gift into a recurring gift. We had done several iterations of experiments on the pop-up around value proposition, percentage of donation asked, and even the minimum gift amount. We learned that if the minimum gift amount was $25 and not $15, we decreased overall revenue by 49%. After reading research around the average gift for a recurring gift, we found that $19 was what the majority of people would give. Learning this, we decided to test this gift amount as a new minimum amount against our control minimum amount of $15.
Research Question
Will changing the minimum donation amount of the recurring gift prompt from $15 to $19 increase overall revenue?
Design
C: $15 Minimum
Array
(
[0] => Array
(
[ID] => 39594
[id] => 39594
[title] => $15_Minimum.jpg
[filename] => 15_Minimum-13.jpg
[filesize] => 106857
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13.jpg
[link] => https://www.nextafter.com/experiments/how-the-minimum-gift-amount-asked-on-a-recurring-pop-up-impacts-overall-revenue/attachment/15_minimum-jpg-13/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => 15_minimum-jpg-13
[status] => inherit
[uploaded_to] => 16719
[date] => 2022-10-20 20:30:29
[modified] => 2022-10-20 20:30:29
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 949
[height] => 608
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-300x192.jpg
[medium-width] => 300
[medium-height] => 192
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-768x492.jpg
[medium_large-width] => 640
[medium_large-height] => 410
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13.jpg
[large-width] => 640
[large-height] => 410
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13.jpg
[1536x1536-width] => 949
[1536x1536-height] => 608
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13.jpg
[2048x2048-width] => 949
[2048x2048-height] => 608
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-600x400.jpg
[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/15_Minimum-13-600x600.jpg
[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/15_Minimum-13.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 448
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-50x32.jpg
[admin-width] => 50
[admin-height] => 32
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13.jpg
[full-width] => 949
[full-height] => 608
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-372x238.jpg
[thumb_372-width] => 372
[thumb_372-height] => 238
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13.jpg
[single_post_thumbnail-width] => 949
[single_post_thumbnail-height] => 608
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-32x21.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 21
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-48x31.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 31
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-64x41.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 41
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-128x82.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 82
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-105x67.jpg
[thumb_122_67-width] => 105
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-153x98.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 98
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-130x83.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 83
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-232x149.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 149
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-544x349.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 349
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-271x174.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 174
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-271x174.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 174
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-268x172.jpg
[thumb_272_172-width] => 268
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-372x238.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 238
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-372x238.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 238
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-385x247.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 247
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-376x241.jpg
[thumb_416_241-width] => 376
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-448x287.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 287
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-896x574.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 574
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-574x368.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 368
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-617x395.jpg
[thumb_776_395-width] => 617
[thumb_776_395-height] => 395
)
)
[1] => Array
(
[ID] => 39596
[id] => 39596
[title] => $19_Minimum.jpg
[filename] => 19_Minimum-9.jpg
[filesize] => 110848
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9.jpg
[link] => https://www.nextafter.com/experiments/how-the-minimum-gift-amount-asked-on-a-recurring-pop-up-impacts-overall-revenue/attachment/19_minimum-jpg-10/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => 19_minimum-jpg-10
[status] => inherit
[uploaded_to] => 16719
[date] => 2022-10-20 20:30:53
[modified] => 2022-10-20 20:30:53
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 968
[height] => 613
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-300x190.jpg
[medium-width] => 300
[medium-height] => 190
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-768x486.jpg
[medium_large-width] => 640
[medium_large-height] => 405
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9.jpg
[large-width] => 640
[large-height] => 405
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9.jpg
[1536x1536-width] => 968
[1536x1536-height] => 613
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9.jpg
[2048x2048-width] => 968
[2048x2048-height] => 613
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-600x400.jpg
[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/19_Minimum-9-600x600.jpg
[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/19_Minimum-9.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 443
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-50x32.jpg
[admin-width] => 50
[admin-height] => 32
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9.jpg
[full-width] => 968
[full-height] => 613
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-372x236.jpg
[thumb_372-width] => 372
[thumb_372-height] => 236
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9.jpg
[single_post_thumbnail-width] => 968
[single_post_thumbnail-height] => 613
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-32x20.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 20
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-48x30.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 30
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-64x41.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 41
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-128x81.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 81
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-106x67.jpg
[thumb_122_67-width] => 106
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-153x97.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 97
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-130x82.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 82
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-232x147.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 147
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-544x344.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 344
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-271x172.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 172
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-271x172.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 172
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-272x172.jpg
[thumb_272_172-width] => 272
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-372x236.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 236
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-372x236.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 236
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-385x244.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 244
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-381x241.jpg
[thumb_416_241-width] => 381
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-448x284.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 284
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-896x567.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 567
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-574x363.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 363
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-624x395.jpg
[thumb_776_395-width] => 624
[thumb_776_395-height] => 395
)
)
)
T1: $19 Minimum
Array
(
[0] => Array
(
[ID] => 39594
[id] => 39594
[title] => $15_Minimum.jpg
[filename] => 15_Minimum-13.jpg
[filesize] => 106857
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13.jpg
[link] => https://www.nextafter.com/experiments/how-the-minimum-gift-amount-asked-on-a-recurring-pop-up-impacts-overall-revenue/attachment/15_minimum-jpg-13/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => 15_minimum-jpg-13
[status] => inherit
[uploaded_to] => 16719
[date] => 2022-10-20 20:30:29
[modified] => 2022-10-20 20:30:29
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 949
[height] => 608
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-300x192.jpg
[medium-width] => 300
[medium-height] => 192
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-768x492.jpg
[medium_large-width] => 640
[medium_large-height] => 410
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13.jpg
[large-width] => 640
[large-height] => 410
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13.jpg
[1536x1536-width] => 949
[1536x1536-height] => 608
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13.jpg
[2048x2048-width] => 949
[2048x2048-height] => 608
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-600x400.jpg
[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/15_Minimum-13-600x600.jpg
[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/15_Minimum-13.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 448
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-50x32.jpg
[admin-width] => 50
[admin-height] => 32
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13.jpg
[full-width] => 949
[full-height] => 608
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-372x238.jpg
[thumb_372-width] => 372
[thumb_372-height] => 238
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13.jpg
[single_post_thumbnail-width] => 949
[single_post_thumbnail-height] => 608
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-32x21.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 21
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-48x31.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 31
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-64x41.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 41
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-128x82.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 82
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-105x67.jpg
[thumb_122_67-width] => 105
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-153x98.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 98
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-130x83.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 83
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-232x149.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 149
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-544x349.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 349
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-271x174.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 174
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-271x174.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 174
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-268x172.jpg
[thumb_272_172-width] => 268
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-372x238.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 238
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-372x238.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 238
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-385x247.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 247
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-376x241.jpg
[thumb_416_241-width] => 376
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-448x287.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 287
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-896x574.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 574
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-574x368.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 368
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/15_Minimum-13-617x395.jpg
[thumb_776_395-width] => 617
[thumb_776_395-height] => 395
)
)
[1] => Array
(
[ID] => 39596
[id] => 39596
[title] => $19_Minimum.jpg
[filename] => 19_Minimum-9.jpg
[filesize] => 110848
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9.jpg
[link] => https://www.nextafter.com/experiments/how-the-minimum-gift-amount-asked-on-a-recurring-pop-up-impacts-overall-revenue/attachment/19_minimum-jpg-10/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => 19_minimum-jpg-10
[status] => inherit
[uploaded_to] => 16719
[date] => 2022-10-20 20:30:53
[modified] => 2022-10-20 20:30:53
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 968
[height] => 613
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-300x190.jpg
[medium-width] => 300
[medium-height] => 190
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-768x486.jpg
[medium_large-width] => 640
[medium_large-height] => 405
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9.jpg
[large-width] => 640
[large-height] => 405
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9.jpg
[1536x1536-width] => 968
[1536x1536-height] => 613
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9.jpg
[2048x2048-width] => 968
[2048x2048-height] => 613
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-600x400.jpg
[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/19_Minimum-9-600x600.jpg
[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/19_Minimum-9.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 443
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-50x32.jpg
[admin-width] => 50
[admin-height] => 32
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9.jpg
[full-width] => 968
[full-height] => 613
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-372x236.jpg
[thumb_372-width] => 372
[thumb_372-height] => 236
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9.jpg
[single_post_thumbnail-width] => 968
[single_post_thumbnail-height] => 613
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-32x20.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 20
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-48x30.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 30
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-64x41.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 41
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-128x81.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 81
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-106x67.jpg
[thumb_122_67-width] => 106
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-153x97.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 97
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-130x82.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 82
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-232x147.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 147
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-544x344.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 344
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-271x172.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 172
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-271x172.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 172
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-272x172.jpg
[thumb_272_172-width] => 272
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-372x236.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 236
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-372x236.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 236
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-385x244.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 244
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-381x241.jpg
[thumb_416_241-width] => 381
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-448x284.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 284
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-896x567.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 567
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-574x363.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 363
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/19_Minimum-9-624x395.jpg
[thumb_776_395-width] => 624
[thumb_776_395-height] => 395
)
)
)
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | $15 Minimum | $7.75 | $15.75 | ||
| T1: | $19 Minimum | $4.39 | -43.3% | 100.0% | $19.00 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was met so these 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
× 53.0% decrease in conversion rate
× 20.6% increase in average gift
43.3% decrease in revenue
Key Learnings
After running this experiment for over three weeks, we found that the treatment version ($19 minimum recurring gift version) received 12 less recurring gifts than the control. And even though this minimum recurring gift amount ($19) was more than the control ($15), it would decrease annualized revenue by 43% if we put this in place.
Even though research has shown that $19 is the average gift amount for a recurring gift, we have found through this experiment that when converting a one-time gift into a recurring gift, it can have a negative effect on overall revenue and cause fewer people to convert their gift into a recurring donation.