increasing choice increases donor conversion rate · increasing choices increases conversion 104.4%...
TRANSCRIPT
![Page 1: Increasing Choice Increases Donor Conversion Rate · Increasing Choices Increases Conversion 104.4% increase in donor conversion Version Conv. Rate Relative Diff Stat Confidence Control](https://reader033.vdocuments.site/reader033/viewer/2022050507/5f98ca8b6e4286138a5f0888/html5/thumbnails/1.jpg)
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Increasing Choice Increases Donor Conversion Rate
![Page 2: Increasing Choice Increases Donor Conversion Rate · Increasing Choices Increases Conversion 104.4% increase in donor conversion Version Conv. Rate Relative Diff Stat Confidence Control](https://reader033.vdocuments.site/reader033/viewer/2022050507/5f98ca8b6e4286138a5f0888/html5/thumbnails/2.jpg)
Increasing Choices Increases Conversion Control Treatment
![Page 3: Increasing Choice Increases Donor Conversion Rate · Increasing Choices Increases Conversion 104.4% increase in donor conversion Version Conv. Rate Relative Diff Stat Confidence Control](https://reader033.vdocuments.site/reader033/viewer/2022050507/5f98ca8b6e4286138a5f0888/html5/thumbnails/3.jpg)
Increasing Choices Increases Conversion
• Adding choices reduces friction
• Lower suggested amounts could possibly lower average gift, so conversion increase must outweigh perceived revenue loss
Treatment
![Page 4: Increasing Choice Increases Donor Conversion Rate · Increasing Choices Increases Conversion 104.4% increase in donor conversion Version Conv. Rate Relative Diff Stat Confidence Control](https://reader033.vdocuments.site/reader033/viewer/2022050507/5f98ca8b6e4286138a5f0888/html5/thumbnails/4.jpg)
Increasing Choices Increases Conversion
• The number of gifts given below the initial ask suggests that $70 might be too high
• Forcing users to enter a lower amount introduces decision friction
Control
![Page 5: Increasing Choice Increases Donor Conversion Rate · Increasing Choices Increases Conversion 104.4% increase in donor conversion Version Conv. Rate Relative Diff Stat Confidence Control](https://reader033.vdocuments.site/reader033/viewer/2022050507/5f98ca8b6e4286138a5f0888/html5/thumbnails/5.jpg)
Increasing Choices Increases Conversion Control Treatment
104.4% increase in conversion rate.
![Page 6: Increasing Choice Increases Donor Conversion Rate · Increasing Choices Increases Conversion 104.4% increase in donor conversion Version Conv. Rate Relative Diff Stat Confidence Control](https://reader033.vdocuments.site/reader033/viewer/2022050507/5f98ca8b6e4286138a5f0888/html5/thumbnails/6.jpg)
Increasing Choices Increases Conversion
104.4% increase in donor conversion
Version Conv. Rate Relative Diff Stat Confidence
Control 0.96% Treatment 2.0% 104.4% 99.4% Key Learning:
By increasing the amount of suggested giving levels, we reduce decision friction and increase the conversion rate on the donation page, with no valid (or significant) difference in average gift.
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