Upsell screen with overlay effect in Checkout

What we tested

We updated the upsell screen that appears after a donor completes a one-time donation in Checkout. Instead of the standard upsell layout, we tested a new design featuring an overlay effect — a bottom sheet overlay that invited donors to upgrade to a recurring gift.

Two overlay variants were evaluated: one featuring a gift icon with longer supporting text (Test 1), and one with a heart icon and shorter copy (Test 2). The test ran exclusively for English-language audiences in the Checkout Modal.

The goal was to increase one-time donor retention without cannibalizing recurring giving — specifically by converting users who would otherwise leave the screen entirely.

Hypothesis

If we show donors a redesigned upsell screen with an overlay effect, one-time donation conversion will increase by more than 1.4%, without a statistically significant reduction in recurring conversion.

Test setup

Key results

The two test variants produced meaningfully different outcomes.

Test 1 (gift icon + long text):

• +10.63% increase in recurring donation conversion
• 0.97% decrease in one-time donation conversion
• 0.68% decrease in the average one-time donation amount
• No statistically significant improvement in ARPU

Test 2 (heart icon and short text):

• +22.35% increase in recurring donation conversion
• 1.43% decrease in one-time donation conversion
• +4.81% increase in average recurring donation amount
• +2.12% improvement in ARPU with LTV

Segment insights

By OS (recurring conversion)

Both test variants drove statistically significant recurring conversion gains across most platforms.

Test 1 highlights:

• Windows: +21.61%
• Android: +17.80%

Test 2 highlights:

• Android: +27.76%
• Windows: +23.55%
• iOS: +20.27%

Mac OS showed no statistically significant change in either test group.

By device type (recurring conversion)

Both variants showed statistically significant gains across mobile and desktop:

• Test 1, Mobile: +9.11%
• Test 1, Desktop: +14.34%
• Test 2, Mobile: +23.03%
• Test 2, Desktop: +20.58%

By region (recurring conversion)

• U.S.: Test 1 showed +17.39%; Test 2 showed a +29.51% lift
• Great Britain, Canada, Australia, and EU showed no statistically significant change in either variant
• Other regions: Test 2 showed +30.52%

One-time gifts

Android users in Test 2 saw a statistically significant drop in one-time conversion of -4.72%, especially on mobile.

Conclusion

Neither test group will be rolled out at this time.

While Test 2 shows a meaningful ARPU lift over a 12-month horizon, both variants produce a statistically significant decline in one-time donation conversion, and Test 2 produces a statistically significant drop in one-time giving across Android and mobile broadly. The gain in recurring conversion does not fully offset the loss in one-time donors within an acceptable short-term timeframe.

Test 1 showed no meaningful ARPU improvement and produced declines in one-time conversion and average donation amount, making it a clear no-rollout.

The insights from this test will directly inform the next iteration of the upsell screen — one designed to improve recurring giving without reducing overall conversion.

What this means for you

Not every change that boosts one metric improves the overall picture. That's precisely why we test rigorously before touching your Checkout experience.

In this case, the overlay effect meaningfully increased the number of donors choosing recurring giving, but at the cost of one-time conversions. For nonprofits, that trade-off matters: a donor who gives once today is valuable, and protecting that conversion is as important as growing monthly giving.

We test across devices, operating systems, regions, and donation types before any change goes live. And when results are mixed, we go back to the drawing board rather than ship something that could hurt your fundraising performance.

Your Checkout continues to be refined through real data, real donors, and real outcomes — so you don't have to guess what works.

→ Explore how an optimized recurring giving experience can improve your fundraising results