Charlotte Weiskittel analyzed the results of several product tests, finding that: 1. Using a heart icon instead of a star icon on desktop increased favorites by 135% but saw no change on mobile. 2. Removing the largest donation amounts from a dropdown menu increased conversions by 58%. 3. Testing different photo tags found that tags featuring a female teacher and classroom donations performed best. 4. Removing mention of charging cards in the future increased conversions by 217%.

2. Charlotte Weiskittel
Senior Director, Product

5. TESTING QUEUE

6. ANALYSIS

7. STAR VS. HEART
• Heart led to 135% increase in favorites; small bump in conversion
• But not on mobile?

8. MONTHLY DONATIONS

9. REMOVE $500 AND $1,000
Removing biggest
amounts from
dropdown increased
conversion by 58%.

10. 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

11. CHARGE YOUR CARD NOW – OR IN A MONTH?
Removing mention of
the next month
increased conversion
217%.

12. $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

13. 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

14. 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