How the recurring gift popup impacted donor conversion
Experiment ID: #19450
Hillsdale College
Experiment Summary
Timeframe: 08/16/2019 - 09/07/2019
Hillsdale College wanted to find a way to increase donors to their recurring giving club named Liberty & Learning Society. In experiments run with similar organizations, we had found that showing a popup prompting for a recurring gift could increase the number of donors making a recurring gift. The popup was shown when a potential donor submits the donation form; it effectively interrupted the giving process in an attempt to position a different offer. For those organizations, we had also seen that the popup had no significant impact on one-time donor conversion. With this in mind, we decided to test this tactic on the primary and PPC donation forms for the college.
Research Question
Will a recurring giving popup increase recurring donors without negatively impacting one-time gifts?
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 89.6% | $0.00 | ||
| T1: | Recurring Gift Popup | 72.5% | -19.1% | 100.0% | $0.00 |
This experiment has a required sample size of 41 in order to be valid. Since the experiment had a total sample size of 256, 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
× 19.1% decrease in conversion rate
× 0% increase in average gift
Key Learnings
After relaunching this experiment, we found that the recurring giving popup decreased overall giving by 19%. We also observed that it decreased recurring gifts by 70%. The decrease in recurring was such a large decrease primarily due to a smaller number of conversions (13 vs. 4 gifts). The one-time donor decrease was seen across all of the various segments (mobile / desktop, new visitor / returning) and both pages.
It is our hypothesis that the primary reason behind the decrease is that people clicking on the donation button assumed they were finished when they saw the popup (due to not reading the actual text on the popup) which led them to “abandon” the giving process. This is different than what was observed with similar organizations which emphasizes the need to validate learnings seen with other organizations.