How different button types in a giving array affect donation conversion
Experiment ID: #1812
The Heritage Foundation
Experiment Summary
Timeframe: 10/31/2013 - 11/06/2013
The Heritage Foundation utilizes a giving system that allows for the creation of a prepopulated gift array. We can make suggested gift options to the donors as a way to increase the average gift. Their giving system’s default display for giving arrays utilize radio buttons. This feature is helpful but the method of display can present a challenge for some visitors. It was our hypothesis that radio buttons might be difficult to click on a mobile phone and might not be as visible as other elements on the screen.
We wanted to find keep the impact that suggested gift arrays provide while creating a better user experience for the donor. As are result, we created a new treatment in one of their fundraising campaigns that utilized colorful buttons in place of the radio buttons.
Research Question
Will the colorful buttons for a giving array increase the conversion rate of the page over radio buttons?
Design
C: Radio Buttons
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Radio Buttons | 13.6% | $46.89 | ||
| T1: | Buttons | 20.0% | 46.3% | 99.9% | $50.00 |
This experiment has a required sample size of 255 in order to be valid. Since the experiment had a total sample size of 1,746, 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
× 46.3% increase in conversion rate
× 6.6% increase in average gift
56.0% increase in revenue
Key Learnings
The buttons were able to increase the conversion rate by 46.3%. While these buttons are a relatively small part of the donor experience, the selection of their gift is critical in the giving funnel. By making this easier to accomplish and more visually impactful, we were able to increase the number of donors that made a gift