The impact of making a monthly donor appeal in a homepage hero image (Hint: 1,392% increased revenue)
Experiment ID: #13150
Care Net
Experiment Summary
Ended On: 03/28/2019
Every two weeks, we would change out our homepage hero image featuring a donation CTA as well as our Top Ad donation CTA. We would swap these out to match the language of the most current bi-monthly digital appeal. These hero images were almost always for a one-time donation page. We hypothesized that, instead of making a one-time donation appeal, we should try acquiring new monthly donors through the hero image. We did not set up a strict AB test, but rather replaced the hero and top ad images with a new monthly appeal and tracked the results.
Research Question
Which would raise more money, a hero image making a one-time donation appeal, or one that would appeal for new monthly donors?
Design
C: One-Time Donation Hero Image
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | One-Time Donation Hero Image | 4.0% | ||
| T1: | New Monthly Hero | 2.3% | -43.4% | 85.9% |
This experiment has a required sample size of 660 in order to be valid. Since the experiment had a total sample size of 1,381, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The Control had a higher donor conversion rate, but much fewer clicks. The variation attracted far more visitors to click and, since the appeal was for a monthly appeal, rather than a one-time appeal, resulted in significant more revenue. We ran the test for 72 days. Here are the results:
Control: 327 clicks, 13 donations, $981 raised.
Variation: 1057 clicks, 24 donations, $1,220 raised in monthly revenue, $14,640 in yearly revenue.
The variation had a 227% increase in clicks, 84% increase in donations, and a 1,392% increase in revenue! So, while fewer visitors to the donation page were prepared to become monthly donors, the significant increase in clicks and revenue more than made up for the lower conversion rate.