Classy Studio Raises More for Khan Academy Per A/B Test Results
Mission
To provide a free, world-class education to anyone, anywhere
Challenge
Justify the decision to move Khan Academy’s campaigns to Classy’s new campaign builder, Classy Studio, through data-backed testing
Solution
Classy Studio proved to be the more effective fundraising solution and better overall for donor experience, which led to higher conversion, more dollars raised, and a lift in retention
We ran the A/B test so we could feel confident in our decision to use Classy Studio. We found that more supporters chose to donate on the Classy Studio donation page.
– Lizzie Rock, Senior Manager, Community Giving
A/B test results for Classy Studio:
Higher
total revenue
Higher
donation conversion rate
8% higher
recurring donor retention rate
A/B Testing to Make Data-backed Decisions
While Khan Academy was interested in upgrading the standard Classy donation page on its website, it wanted to make a data-backed decision before going all-in. After hearing about Classy Studio at Collaborative, Khan Academy decided to run a test to compare important KPIs like revenue, conversion, and retention.
The organization ran an A/B test for three weeks, during which 50% of organic traffic through the donation banner was directed to a standard Classy donation page and the other 50% to a Classy Studio donation page. With Classy’s source codes and unique donation pages, the Khan Academy team could see exactly where donors were coming from, and they could easily be attributed back to the donation page they converted on.
The Khan Academy team hypothesized that they would see a higher conversion rate with the Classy Studio donation page because of the updated design and donation form above the fold. Not only did the Classy Studio donation page bring in more total revenue, but it also saw increases across the board from conversion rates to retention with monthly donors.
A Clearer Donor Experience with Classy Studio
With monthly set as the default giving frequency, it is important that Khan Academy makes that choice crystal clear for donors. This transparency reduces friction and helps donors understand the decision they are making, which can avoid potential downgrades and cancellations.
Because of the clear distinction between one-time and recurring, the team hypothesized that the Classy Studio donation page would have a higher retention rate. And that’s exactly what they saw in the A/B test. The Classy Studio page drove 8% higher monthly donor retention after the second month than the standard donation page.
The experience was better for our supporters with the Studio donation form because it made it clear what kind of donation someone was making. Based on the data from our test, we determined that switching to Classy Studio would be beneficial for establishing longer-term revenue.
Now that Khan Academy is confident in the results achieved on Classy Studio, the team will be moving its highest-traffic campaigns to Classy Studio.
Donation websites
Collect one-time or recurring donations online with a donation website powered by Classy Studio.
Recurring giving
Make it easier to capture and grow your recurring donor base and predict future revenue.
