IMGE Testing Hub — Always-On Experimentation & Test Results
Will decreasing the donation amount options lead to more conversions?
Hypothesis
Lower donation amount options on a landing page will achieve a higher conversion rate.
Experiment Design
We designed two identical versions of content. One version linked to a landing page with the client's standard lowest donation amounts - in this case starting at $35 - while the treatment landing page had lower ask amounts - in this case starting at $15. We divided our lists in half randomly, sent the emails, and recorded the results. Our sample metric was unique clicks and our testing metric was the number of conversions.
Results
69.5% increase in conversions for the treatment. 99% statistically significant.
4025
Control Sample
3839
Treatment Sample
47
Control Testing
76
Treatment Testing
Key Takeaways
Lower donation amounts invited more conversion, leading to slightly higher gross raised.
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Test Details
Vertical
Fundraising
KPI
Conversions