This experiment was the first in a series of tests based on insightful research conducted by Arkyard in close alignment with our strategic objectives. We are incredibly pleased with the results of this experiment, which we are now working to implement on our website whilst our next experiment is underway.
Interactive donation component drives 17% uplift in revenue for CAP
Through a research-led A/B test, featuring a new interactive donation slider, we achieved a statistically significant increase in both donation volume and revenue for Christians Against Poverty.
Client:
Christians Against Poverty
The brief
Christians Against Poverty were looking to increase income generation through their website with a specific focus on improving performance within the donation journey.
Our initial research showed opportunities to optimise how and where users were encouraged to donate. While traffic levels were strong, there were clear drop off points before users entered or completed the donation process.
CAP needed a data-led approach to test whether more persuasive and engaging donation components could increase both the number of donations and overall income without negatively impacting user experience.
The approach
We designed and delivered a structured A/B test based on a clear hypothesis that introducing a persuasive donation component on high traffic pages would increase income generation through stronger impact messaging and more enjoyable user experiences. The key phases of the project included:
- Conducting donation performance research and test ideation
- Designing an interactive donation slider
- Building the slider in a A/B testing tool
- Publishing the test and monitor performance
- Providing a full performance report.
We began with user research and journey analysis to identify drop off points and prioritise areas for improvement. From this, we designed an interactive donation slider aligned both with CAP’s internal processes and supporter needs.
The component was built using an experimentation tool and deployed with a 50/50 traffic split between the control version and the variation. We implemented tracking in Google Analytics, monitored performance through a live dashboard and delivered a concluding experiment report with insights and recommendations.
The results
The results were clear and the experiment delivered a statistically significant uplift in both donation volume and revenue.
The variation saw a 5.14% increase in one off donations and a 17.3% uplift in revenue when excluding large donations. With over 42,000 visits and 95% statistical confidence, results provide strong evidence that the new component outperformed the original.
We recommended rolling out the donation slider permanently to all users with further optimisation to maximise long term income revenue.
Looking ahead
The research-led approach to this programme has meant that we have been able to build a targeted backlog of testing ideas with the central aim to increase online donation revenue. We will be carrying out further tests with CAP in 2026 to continue to drive an uplift.
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