How limiting the number of choices in a giving array affects revenue
Experiment ID: #1334
The Heritage Foundation
Experiment Summary
Timeframe: 06/24/2014 - 08/20/2014
The main donation form for The Heritage Foundation had historically contained 7 different suggested gift amounts and had preselected the monthly recurring gift option. The original theory was that we wanted to address the range of gifts we saw coming in from donors and wanted to encourage them to become monthly donors. In an effort to improve the overall conversion of the form, we wanted to find a way to reduce the decisions donors had to make. At the same time, we did not want to reduce the number of monthly donors or the overall revenue impact that comes with higher average gifts. This meant we had to monitor multiple factors with this experiment. To test our hypothesis, we created a new treatment with a smaller suggested gift array and preselected the one-time gift option.
Research Question
Does limiting the giving array options and allowing donors to self-select the recurring gift option increase conversion rate and revenue received on the form?
Design
C: 7 Button w/ Recurring Selected
Array
(
[0] => Array
(
[ID] => 26627
[id] => 26627
[title] => _Recurring_Selected.png
[filename] => 7_Button_w_Recurring_Selected-1.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1.png
[link] => https://www.nextafter.com/experiments/limiting-giving-options/attachment/_recurring_selected-png-2/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => _recurring_selected-png-2
[status] => inherit
[uploaded_to] => 11413
[date] => 2022-03-08 00:42:32
[modified] => 2022-03-08 00:42:32
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1668
[height] => 2014
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-248x300.png
[medium-width] => 248
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-768x927.png
[medium_large-width] => 640
[medium_large-height] => 773
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-848x1024.png
[large-width] => 640
[large-height] => 773
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-1272x1536.png
[1536x1536-width] => 1272
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1.png
[2048x2048-width] => 1668
[2048x2048-height] => 2014
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-600x400.png
[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/7_Button_w_Recurring_Selected-1-600x600.png
[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/7_Button_w_Recurring_Selected-1.png
[tp-image-grid-width] => 580
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-41x50.png
[admin-width] => 41
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1.png
[full-width] => 1668
[full-height] => 2014
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-372x449.png
[thumb_372-width] => 372
[thumb_372-height] => 449
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-518x625.png
[single_post_thumbnail-width] => 518
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-27x32.png
[thumb_32_32-width] => 27
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-40x48.png
[thumb_48_48-width] => 40
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-53x64.png
[thumb_64_64-width] => 53
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-106x128.png
[thumb_128_128-width] => 106
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-55x67.png
[thumb_122_67-width] => 55
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-127x153.png
[thumb_153_153-width] => 127
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-130x157.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 157
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-147x177.png
[thumb_232_177-width] => 147
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-538x650.png
[thumb_272_325-width] => 538
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-271x327.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 327
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-224x271.png
[thumb_271_271-width] => 224
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-142x172.png
[thumb_272_172-width] => 142
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-372x449.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 449
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-372x449.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 449
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-224x270.png
[thumb_385_270-width] => 224
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-200x241.png
[thumb_416_241-width] => 200
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-340x410.png
[thumb_448_410-width] => 340
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-679x820.png
[thumb_448_410_retina-width] => 679
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-316x382.png
[thumb_574_382-width] => 316
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-327x395.png
[thumb_776_395-width] => 327
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 26629
[id] => 26629
[title] => _Onetime_Selected.png
[filename] => 3_Button_w_Onetime_Selected.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected.png
[link] => https://www.nextafter.com/experiments/limiting-giving-options/attachment/_onetime_selected-png/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => _onetime_selected-png
[status] => inherit
[uploaded_to] => 11413
[date] => 2022-03-08 00:43:05
[modified] => 2022-03-08 00:43:05
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1866
[height] => 2029
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-276x300.png
[medium-width] => 276
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-768x835.png
[medium_large-width] => 640
[medium_large-height] => 696
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-942x1024.png
[large-width] => 640
[large-height] => 696
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-1413x1536.png
[1536x1536-width] => 1413
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected.png
[2048x2048-width] => 1866
[2048x2048-height] => 2029
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-600x400.png
[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/3_Button_w_Onetime_Selected-600x600.png
[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/3_Button_w_Onetime_Selected.png
[tp-image-grid-width] => 644
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-46x50.png
[admin-width] => 46
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected.png
[full-width] => 1866
[full-height] => 2029
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-372x404.png
[thumb_372-width] => 372
[thumb_372-height] => 404
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-575x625.png
[single_post_thumbnail-width] => 575
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-29x32.png
[thumb_32_32-width] => 29
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-44x48.png
[thumb_48_48-width] => 44
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-59x64.png
[thumb_64_64-width] => 59
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-118x128.png
[thumb_128_128-width] => 118
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-62x67.png
[thumb_122_67-width] => 62
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-141x153.png
[thumb_153_153-width] => 141
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-130x141.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 141
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-163x177.png
[thumb_232_177-width] => 163
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-544x592.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 592
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-271x295.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 295
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-249x271.png
[thumb_271_271-width] => 249
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-158x172.png
[thumb_272_172-width] => 158
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-372x404.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 404
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-372x404.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 404
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-248x270.png
[thumb_385_270-width] => 248
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-222x241.png
[thumb_416_241-width] => 222
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-377x410.png
[thumb_448_410-width] => 377
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-754x820.png
[thumb_448_410_retina-width] => 754
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-351x382.png
[thumb_574_382-width] => 351
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-363x395.png
[thumb_776_395-width] => 363
[thumb_776_395-height] => 395
) ) )
T1: 3 Button w/ Onetime Selected
Array
(
[0] => Array
(
[ID] => 26627
[id] => 26627
[title] => _Recurring_Selected.png
[filename] => 7_Button_w_Recurring_Selected-1.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1.png
[link] => https://www.nextafter.com/experiments/limiting-giving-options/attachment/_recurring_selected-png-2/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => _recurring_selected-png-2
[status] => inherit
[uploaded_to] => 11413
[date] => 2022-03-08 00:42:32
[modified] => 2022-03-08 00:42:32
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1668
[height] => 2014
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-248x300.png
[medium-width] => 248
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-768x927.png
[medium_large-width] => 640
[medium_large-height] => 773
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-848x1024.png
[large-width] => 640
[large-height] => 773
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-1272x1536.png
[1536x1536-width] => 1272
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1.png
[2048x2048-width] => 1668
[2048x2048-height] => 2014
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-600x400.png
[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/7_Button_w_Recurring_Selected-1-600x600.png
[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/7_Button_w_Recurring_Selected-1.png
[tp-image-grid-width] => 580
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-41x50.png
[admin-width] => 41
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1.png
[full-width] => 1668
[full-height] => 2014
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-372x449.png
[thumb_372-width] => 372
[thumb_372-height] => 449
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-518x625.png
[single_post_thumbnail-width] => 518
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-27x32.png
[thumb_32_32-width] => 27
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-40x48.png
[thumb_48_48-width] => 40
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-53x64.png
[thumb_64_64-width] => 53
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-106x128.png
[thumb_128_128-width] => 106
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-55x67.png
[thumb_122_67-width] => 55
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-127x153.png
[thumb_153_153-width] => 127
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-130x157.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 157
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-147x177.png
[thumb_232_177-width] => 147
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-538x650.png
[thumb_272_325-width] => 538
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-271x327.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 327
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-224x271.png
[thumb_271_271-width] => 224
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-142x172.png
[thumb_272_172-width] => 142
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-372x449.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 449
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-372x449.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 449
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-224x270.png
[thumb_385_270-width] => 224
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-200x241.png
[thumb_416_241-width] => 200
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-340x410.png
[thumb_448_410-width] => 340
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-679x820.png
[thumb_448_410_retina-width] => 679
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-316x382.png
[thumb_574_382-width] => 316
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/7_Button_w_Recurring_Selected-1-327x395.png
[thumb_776_395-width] => 327
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 26629
[id] => 26629
[title] => _Onetime_Selected.png
[filename] => 3_Button_w_Onetime_Selected.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected.png
[link] => https://www.nextafter.com/experiments/limiting-giving-options/attachment/_onetime_selected-png/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => _onetime_selected-png
[status] => inherit
[uploaded_to] => 11413
[date] => 2022-03-08 00:43:05
[modified] => 2022-03-08 00:43:05
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1866
[height] => 2029
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-276x300.png
[medium-width] => 276
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-768x835.png
[medium_large-width] => 640
[medium_large-height] => 696
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-942x1024.png
[large-width] => 640
[large-height] => 696
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-1413x1536.png
[1536x1536-width] => 1413
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected.png
[2048x2048-width] => 1866
[2048x2048-height] => 2029
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-600x400.png
[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/3_Button_w_Onetime_Selected-600x600.png
[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/3_Button_w_Onetime_Selected.png
[tp-image-grid-width] => 644
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-46x50.png
[admin-width] => 46
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected.png
[full-width] => 1866
[full-height] => 2029
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-372x404.png
[thumb_372-width] => 372
[thumb_372-height] => 404
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-575x625.png
[single_post_thumbnail-width] => 575
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-29x32.png
[thumb_32_32-width] => 29
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-44x48.png
[thumb_48_48-width] => 44
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-59x64.png
[thumb_64_64-width] => 59
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-118x128.png
[thumb_128_128-width] => 118
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-62x67.png
[thumb_122_67-width] => 62
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-141x153.png
[thumb_153_153-width] => 141
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-130x141.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 141
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-163x177.png
[thumb_232_177-width] => 163
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-544x592.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 592
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-271x295.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 295
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-249x271.png
[thumb_271_271-width] => 249
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-158x172.png
[thumb_272_172-width] => 158
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-372x404.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 404
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-372x404.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 404
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-248x270.png
[thumb_385_270-width] => 248
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-222x241.png
[thumb_416_241-width] => 222
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-377x410.png
[thumb_448_410-width] => 377
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-754x820.png
[thumb_448_410_retina-width] => 754
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-351x382.png
[thumb_574_382-width] => 351
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/3_Button_w_Onetime_Selected-363x395.png
[thumb_776_395-width] => 363
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | 7 Button w/ Recurring Selected | $17.66 | $82.54 | ||
| T1: | 3 Button w/ Onetime Selected | $27.67 | 56.7% | 97.0% | $122.55 |
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
× 5.5% increase in conversion rate
× 48.5% increase in average gift
56.7% increase in revenue
Key Learnings
With an increase in longterm revenue of 56%*, we discovered that the additional gift array buttons were adding cognitive friction for the donors. Additionally, we discovered that by preselecting the one-time gift option, we received not only more one-time gifts, but more recurring gifts too. Instead of forcing donors into a monthly giving decision, we allowed them to show their own generosity by selecting recurring giving themselves.
* The increase in revenue included the immediate gift and the projected revenue from the recurring monthly donors.