IMGE Testing Hub — Always-On Experimentation & Test Results
Hypothesis
Including a 'Match Our Average Donation' button will increase conversion rates by leveraging social proof and guiding users toward a pre-selected, average donation amount.
Experiment Design
We designed two emails for the same audience, one offering our standard donation asks and one asking to match our average donation. The landing pages had the corresponding amounts to match the buttons in our email. Our sample metric was clicks, and our testing metric was the number of donations.
Results
This experiment yielded a -38.7% relative decrease in conversions for the treatment. The presence of a "Match our average donation" button dramatically decreased conversion rates on email and landing pages. Control achieved 30.4% conversion rate while treatment only achieved 18.6%.
309
Control Sample
311
Treatment Sample
94
Control Testing
58
Treatment Testing
Key Takeaways
Guiding users to a higher average donation amount may deter participation rather than encourage it. These findings warrant further testing to assess whether presenting a lower amount on the "match our donation" button could mitigate this effect.
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Test Details
Vertical
Fundraising
KPI
Conversions