HOW A LANDING PAGE A/B TEST INCREASED UNICEF'S AVERAGE DONATION SIZE

Summary from the TLDR Marketing newsletter

Unicef ran an experiment on its donation page to try to boost emergency donations. The test added a progress bar to the page tied to a weekly target set 10% above its average monthly donation amount. While the test did not increase the number of donations, it raised average one-off donation sizes by 51% on desktop and 36% on mobile with over 99% statistical significance. The experiment showed a scalable way to maximize donations and opened new opportunities for future optimization.