Will having headers on the campaign donation page help increase transactions?
Experiment ID: #196178
KCBI
Experiment Summary
Ended On: 03/27/2025
KCBI runs a Spring fundraiser each year where the on air hosts are fundraising and leading traffic to their page to give a gift or to call in.
For this campaign, we wanted to see how we could help increase conversions by adding headers or steps to the donation form. We tested this during CYE, but the results were not concrete. We wanted to see how this could perform during a different season.
Research Question
We believe that adding headers to the doantion pages for the spring campaign will achieve more transactions because the headers will make the checkout process easier to follow.
Design
C: Control
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 7.9% | ||
| T1: | Treatment #1 | 3.0% | -61.8% | 77.9% |
This experiment has a required sample size of 164 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
The key learning from this experiment is that adding headers to the donation pages for the Spring campaign actually led to a decrease in donations, instead of the expected increase. However, the results were not statistically significant with only a 77.9% level of confidence, meaning that the results cannot be considered valid for future decision making.
With the steep decrease in transactions, we turned this test after just a couple of days. This test inadvertently could have caused more donor friction and anxiety by adding the headers. In future experimentation, it would be worth testing the language used.