Optimizely Experience - DonorsChoose.org

Charlotte WeiskittelSenior Director, Product

TESTING QUEUE

ANALYSIS

STAR VS. HEART

• Heart led to 135% increase in favorites; small bump in conversion

• But not on mobile?

MONTHLY DONATIONS

REMOVE $500 AND $1,000

Removing biggest amounts from dropdown increased conversion by 58%.

PHOTO AND TAGLINE

1. A teacher spends $40 each month on classroom essentials.

2. Make giving a monthly habit.

3. Join the 3,500 people who support a classroom every month.

4. Help a classroom every month.

• Female teacher performed best with 3 of 4 taglines

• “Join 3,500 people…” did slightly better than the original, but it wasn’t significant

CHARGE YOUR CARD NOW – OR IN A MONTH?

Removing mention of the next month increased conversion 217%.

$50, $25 OR NO INCENTIVE• Conversion rate

- $50 incentive: 1.8%

- No incentive: 1.6%

- $25 incentive: 1.3%

• The no incentive group was the least likely to cancel after two months (8%)

• The no incentive group had the highest average monthly signup amount of $26

BUTTONS INSTEAD OF A DROPDOWN

• The buttons saw a 32% decrease in conversion compared to the dropdown

• “No thanks” as text converted 68% better, but at the expense of donors reaching the Thank You screen

• “Most popular” converted terribly and was paused mid-experiment

TESTING PHILOSOPHY

• Just start testing

• Clear the path for the tester

• Solve “I think…” debates

• Look at the results holistically, not just A vs. B